I am more surprised that people are ready to make money out of everything and other group of people ready are ready to turn everything into service. Every single action can be turned into a competition, people ready to bet on everything if that will make them earn, and there is always someone who is ready to provide a service.
Fine, you can blame the people, but blame the people less and blame the government more. The government of Sweden didn't do well here and it was it who first declared such a game as legal in the country before I read of the competition posted by the OP. This is irresponsibility of the highest order and I still don't know the thought that orchestrated this ugly event if not for insanity.
If we replace sex championship with any other action, for example, as I am at the office, then who will be the first to stand up and run home when working time is over, then if there will be even a slightly demand in placing a bet on such an action, there is a high chance that something like that might appear for betting in future. People ready to monetize everything.
Lol...I understand the gist, people will do anything for me and even try their luck for money. But this office example is funny, it can't be verifiable and the proximity of houses to offices will always be different, so there will be cheating.