There's a pretty significant difference between a company doing this to get cheap art (which is always rightfully criticized) and a YouTube dude hosting a competition when it's laid out ahead of time that the prize is a small cash amount and being featured in a video. The impetus of the video was that fans were already doing this on the Elden Ring subreddit, so I don't see anything sinister by Vaati saying "if you send your boss ideas to me and I like them I'll send you some cash and put them in the competition vid."