He's already in first position for the Next Model competition so he might as well win by a large margin. It'll also give a signal out that anyone and everyone can model as it's not just the "beautiful people"(tm) that are buying clothes.
http://www.next.co.uk/model-competition-2011/vote-for-me-idgek9j984/
http://www.next.co.uk/model-competition-2011/vote-for-me-idgek9j984/