He might not like the way Nobel picks the winners. The awards with the most money behind it gets the most people the show up and the most press. If he agree with the way Nobel does it, he would just add to the prize money
This is the cool part of his way:
"As for the panel's composition, he admits that "any nine names I would have chosen would not be a perfect set". Future prizewinners will be chosen by winners from previous years. As the prize committee gradually expands, Milner believes that any imbalances in the panel will self correct. Each year, the laureates will also select three junior researchers to receive a $100,000 'New Horizons' prize, and, if warranted, a winner of an ad hoc prize."