It was started by a group of authors, not publishers.
> If there is a current publisher(s) (which still possesses an exclusive license), the author(s) will split the $3000 with the publisher. Any co-authors will share the author portion and, if there are multiple publishers (e.g., different publishers have exclusive rights to different formats), they will share the publisher portion. Assume that the co-authors and co-publishers will share the portion equally unless their contracts provide otherwise. The standard default split between publishers and authors of noneducational texts is 50/50, as described below. Authors who are the sole rightsholder in a work—such as self-published authors and authors whose rights have reverted or where the contracts have otherwise terminated—will receive the full award amount.
It is split between the publisher and the author, also publishers will have a large catalog of books they will submit, an author typically will only have a few -- the payout will be going to the lawyers and mostly to publishers.