The opinion piece discusses a recent advertisement for the UMK contest produced by Yle, Finland's national public broadcasting company, with state funding. The ad, prominently placed at the train station, raises an ostensibly frivolous question 'Who will win?' but the author argues that the real answer is that no one truly benefits from the current situation. The piece asserts that Yle has diluted the essence of the UMK competition, leading to uncertainty for Finns regarding their Eurovision representative.

The article then criticizes Yle's announcement that it will not compel the UMK winner to attend the Eurovision Song Contest in Vienna. The author questions why the winning artist is not required to represent Finland, which is the core intent of the UMK competition established to select a worthy entrant. While acknowledging the geopolitical context and Israel's complicated participation due to the Gaza conflict, the article contends that since Finland has opted to participate, there ought to be a commitment from the UMK winner to represent the country.

The commentary conveys frustration with Yle's handling of the competition and suggests that it should take its role more seriously, particularly when it comes to national representation at an internationally viewed event like Eurovision. The author implies that without a clear commitment from the competition's winner, the value and integrity of the contest itself are at risk, ultimately affecting how the Finnish public perceives both Yle and the Eurovision event.