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The ratings are from the representatives that the sponsors elect to judge the submissions. Generally, if you make it as a finalist on a project, you'll have a few more people judge your submission that helps them determine who the winners are. The final ratings don't determine the winners, though, they just heavily influence them when the Tongal employees running the project and the sponsors sit down to pick winners. They'll generally take into consideration how feasible it is to make each idea on their allotted budget, how much time it would take (Stop motion vs Live Action), and other factors like that. The ratings are just a helpful system to help ideators know when they were on the right direction and when the brand wasn't feeling certain ideas. When we have Public Voting on projects the Tongalers use the same 5-star system to rate ideas and you give a Heart to the idea you like the most.