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Part of the idea of a vote is to weed out low quality threads. We have had a few occasions where someone gets their thread in first but it's really bad, or the individual was not a good leader, and the team struggled as a result.
So to some extent it kind of is a popularity contest on purpose, as the team votes for who they want as leader.
Generally, friend groups are going to be too fragmented across teams to be able to coordinate votes, so it should in theory come down to who makes the more appealing thread, or is known more widely in the community.