From what I can see all 3 of the "Popularity Contestants" are all USA based. Only Carlos is in business. So this should be an easy transaction for Keysight if they weed out the
cheats / 'cash for votes' dubious contestants

However, there is nothing other than time/effort/cost stopping anyone from setting up in business on their own account - I mean, USA is the land of the free and all that. Which makes me puzzled about this gift/prize tax? Whatever cost the bureaucracy is, it's a lot less than any income tax on $70k I am sure!
Now AFAIK a UK business that happens to obtain any item that could be capital equipment or expensed equipment only has to book its actual cost to the business, not some fanciful notional cost. Then the VAT, if any paid, would be reclaimed in that quarter.
Depreciation will be done by the usual straight line or reducing balance accounting rules in the books, but the HMRC ignore that and use their own Capital Allowances, which are generally 25% each tax year - but there are often business friendly schemes like 100% first year allowance for certain small businesses, etc.
I have to admit this whole paying income tax on free prizes USA thing seems utterly wrong to those of us in Europe. Ok, there is the VAT thing which is Customs & Excise on imports only. But that again would be 100% refunded to a business. Hence why having a Keysight distributor send the goods to the winner is the way to go, at no real cost to Keysight, distributor, or individual winner.
I really don't understand why the IRS/HMRC seem to feel they deserve a penny out of the whole scheme? It goes against natural justice and double taxation.