I really don't think Deans List was impulse decision on FIRST part, that said I don't think they had everything ready at the time of kickoff. If you look at everything the winners of Deans list get you can see just how complicated everything was.
Quote:
A written recommendation from FIRST leadership to the college or employer of each student’s choice.
A credit towards the winning student’s team following year registration fee
An invitation to attend an expenses paid Leadership in Engineering Workshop in Manchester, NH.
The opportunity to work with all members of the FIRST Dean's List and network with FIRST leaders to
advance FIRST.
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Even if they had the award set up, maybe it took them a little longer than expected to make sure they would be able to pay that all expense trip, or maybe there were some other issues that came up last minute.
While I am a little upset that they could not have released the award earlier, I am happy that they brought together so many awesome incentives that really make this award one of the most meaningful in FIRST.