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I don't think this is in any way a necessary step for applying there, which is good.

It's simply one more avenue of lead generation for recruitment. And a very creative one that's likely to get them quite a bit of exposure. It also has the benefit of clearly demonstrating that they are a "fun" company, not your run-of-the-mill boring enterprise product corporation.

Ah, if it's optional it is indeed nice. That was not clear to me from the page.

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