I suspect that is probably happening. As the program gets better known, people who have ideas may pursue them in order to participate in the program, but you do have to take your product and do quite a bit of work to get it to a rating of level seven. That means you have to invest; you have to invent; your proof of concept has to be done; you actually have to have a product ready to go, etc.
On December 10th, 2013. See this statement in context.