I agree with @mauryamannsingh. I've been participating in naming contests on one other platform for a while now and there rules for the same issue are way more simple and fair/clear. They just split the prize equally among all top rated contestants presuming that each of them had equal chances to win. I've been among those top rated - not awarded on several occasions and getting 10$ or 20$ for my effort felt way better than not getting anything at all.
Also I'm a bit confused about overall policy of SH. Usually CH choices are respected no matter what they are.
But when things come to unawarded contests things suddenly change 180 degrees. Suddenly CH choices won't matter anymore. If he decided to rate some entries 5* it doesn't matter anymore, because another entry rated 4* or 3*, but marked by the contestant as a best one can win. If CH chose to abandon the contest early having rated only a small part of entries, it's his choice, but it doesn't matter anymore. It's his contest, his business/product, his money, his decisions, his rates, but all of that doesn't matter anymore, because anyone can jump in with "best entry" and win.
I often try to guess a personality of the CH by the way he provided information for the brief and by the way he communicates both privately and publicly. Especially when it's clear that the CH is a decision maker.
I think what kind of the person that is and what name would meet HIS needs best. But then suddenly the decision making person changes and is someone (SH) totally different. For me it feels the same as if changing the brief after the contest is over and right before selecting the winner.
And the whole process of SH selecting the winning entry is quite obscure to us. Is it one person responsible? Or do they have all team voting? Do they consult with any marketing specialists? Do they google the selected name? Do they do a research of name trends in that particular business? Do they.....how do they...?
I think, that only when no entries were rated SH could step in and choose a winner from "best ones". On other occasions CH choices should be respected whatever they were.