Look at it this way: NLT is asking their patrons make the content (puzzles), only to sell that content right back to those same patrons. They’re having the customer do their work for them without paying. I understand the puzzles are only a small part of the content present in the game, but nonetheless, whenever I see a company do something like this, I can’t help but roll my eyes.
Imagine a different scenario where NLT was hosting an “animation competition”: patrons get to submit their very own sex scenes featuring characters from The Genesis Order, and the top 10 submissions are put by NLT into the game. The real winner here is NLT, who gets ten rendered scenes completely free, which they can sell as part of their next update.
(A similar technique has been used by film studios to steal movies and movie ideas from amateur filmmakers; you can read up on the Annabelle Creations contest if you care to.)