GM Marketing Backfire?

So after a few weeks of voting, GM's TheBestCarWins.com web site has the following results:

Fuel Efficiency: Toyota (Prius, not Land Cruiser)
Safety: Volvo
Quality: Toyota (sans zip ties)
Performance; BMW
The Best: BMW

So what was the point?  Everyone can see that GM's brands aren't the winners.  What did GM gain?