I guess it is because the guy that created the giveaway also developed the game, so cg gave it a bit of polish.
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I noticed Beep's giveaway page (http://www.steamgifts.com/giveaway/0vhli/beep) has that fancy background image. I am guessing that is because it was created by a friend of cg. It made the page look really good, and I think the whole site could benefit from that extra bit of polish.
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