I think Cinquanta is more clever than we give him credit for. The purpose (this year) of the World Standings is not to decide who the best skaters are, but to try to push skaters to do more events.
The Grand Prix has languished the last couple of years because top skaters like Plushenko, Kwan and Cohen have blown them off, having bigger fish to fry.
Similarly, North American skaters avoid Four Continents like the plague, relegating that event to the status of consolation prize for people who have no chance of medalling in Nationals or of making the world team.
But now, with the extra bonus money of $240,000 as a lure, the ISU hopes to persuade leading skaters to skate the full season.
The reason that Julia Sebestyen is ahead of everyone else (Miki Ando, for instance) is that Julia did a couple of other events. She got second place (to Megan Williams-Stewart's first) in the Ondrej Nepala tournament, for instance. Hey, don't laugh, that silver medal might net Julia $50,000!
I bet we will see a sudden surge of interest in Four Continents this year, for the first time.