If you're not thinking of watching the video, think again. Even if you watch just the last two minutes. There's a good twist in the tail in the way the most successful team made the most money :-)
yes it was awesome!, I bet the students felt used by the winning team :), but in a very good way. It was a great idea.
That isn't because there is anything amoral about them. Social interactions are a kind of delicate dance, they thrive on a certain basic level of predictability. So people are unnerved when that is taken away from them.