First prize is $5,000 and 100 copies of your book.
All entrants get one free copy of their book (up to the first 1,000 entries). Book production is done by Lulu.com.
Thing is -- if your book is good enough to win the contest, it's good enough to sell to a real publisher for a $5K advance, plus promotion, plus distribution, plus royalties. If you want a book from Lulu.com, you can just go over there and upload your manuscript and Bob's-your-uncle you'll have it.
Xerox is trying to sell DocuTech machines. Lulu is trying to get their name out in the self-publishing community. I don't see an advantage for a serious author.
If all's you want is a book with your name on the cover -- this is one way to do it.