This isn't just a free design - it's also a redone back-end. The site that wins will be overhauled entirely and rebuilt inside and out. The end result will be a totally modernized site that's built to sell. 
Here are the changes that will be made to the winning site:
Total Makeover Part 1) Add a CMS to give the site more features and functionality:
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- Encoding of videos in multiple formats for embedded on site playback or download
- Make mobile compatible video available to members
- The ability to update based on membership length, date or rotate content
- The ability to offer limited trials at different price points and show limited amounts of content
- The ability to offer limited trials at different price points to limit members to only viewing a set number of videos
- The ability for tours to update automatically
- The ability for tours to limit surfers to only viewing a set number of trailers
- Member interactivity in the form of ratings, favorites, polls, comments and private messaging
- Automatically updating calendar of updates with the option to enter events, live shows, etc.
- Integrated journal/blogging feature
- Extensive keyword tagging and advanced search options for members
- A-Z model index with model bio pages, upsells and more
- Integrated upsells for DVDs, VOD or other cash programs
- Member previews of upcoming updates to help retention
Total Makeover Part 2) Give the site a new look:
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- New warning page
- Custom logo
- Main tour page design
- Join page
- Members are header, expandable middle and footer
For most of the sites involved this change will be massive. A few of the nominated sites won't be recognizable after the changeover.
Personally I'd love to see the end result of an overhaul of the aria and lazerbunny sites. Aria has great content and tons of it. Lazerbunny has content that's fresh and some pretty hot stuff. An overhaul of cfnm and toeaction wouldn't be as dramatic but would make them 2 of the hottest sites in their niche and those sites probably have the most selling potential within their own niche.
With all sites having exclusive content it's hard to say. It may really come down to who has the marketing abilities to take advantage of this and get the most out of their new site.
