I think this is the same thing that comes along now and then. It's free to enter your dog and then they offer to put the picture in a book that you can buy, for a pretty hefty price. Yes, read ALL of the information.
Yep it's just a gimmic. Everyone "wins" by getting offered to put your pets photo in some book and they charge a small fortune for their stupid book. They send you tons of emails trying to get you to buy the book as well. I one time even entered this horribly blurry picture of Colette one time just to see what they would do - the picture was so bad you could hardly tell it was even a dog, LOL, and sure enough I got an email saying "Oh we would LOVE to publish your wonderful picture of your pet in our upcoming book, just send us permission and if you want for only $$$ you can own your very own copy of this book. LOL, uh no thank you!