People who evaluate the evaluator's website after being awarded a colour or level of award they don't like. This is extremely unfair to say the least. I met my best friend this way, and I believe others will do so in the future. Effort being made on already awarded sites. It makes evaluators happy when applicants follow their advice.
Evaluators get to watch websites become better and better because someone wants an award.
They tell a friend. That friend tells another friend. Soon all these websites are trying hard to make their homes on the Internet the best possible so they can win an award. There were many more reasons and my apologies for not listing them all. The above reasons were given the most emphasis by the evaluators who participated in the survey.