If I remember correctly, you need to be nominated by someone to be considered for the 30U30 list. Some of the people on those lists will literally run their own campaigns to get on the list, meaning that they'll pay people to nominate them, pay PR firms to run stories and campaigns. Other people do seemingly nothing, and just get nominated by legit people that admire them.

So, I'm fairly certain lists like that will attract some amount of unscrupulous narcissists.