Holy crap. I've seen DVR-related contests before, but never one like this. The new DirecTV DVR (their first without TiVo software running) seems to be locked down, and Weaknees, the company known for TiVo upgrades is willing to pay up to $25,000 for a hard drive upgrade solution [via BoingBoing].
There are a slew of DVR upgrade companies out there, but I never really sat and thought about how much sales a company like that could garner. With $25k up for grabs for an enterprising hacker, I suspect potential sales of upgrade drives for the device must be 10x that.