Of course, if they are at the bottom, maybe they didn't tell their friends about it (because they didn't see it, y'know?).
I think this may often be the case when there's a huge disparity in the number of votes in a contest of this kind. I think you can attribute much of the voting to what people actually like, but then when one item gets hundreds of votes and another item gets one, and the quality of the items in the contest seems relatively equal, then I think other factors may come into play.
I know it may sound cliche, but the honor of being "found" and included in an Etsy Voter or other similar competition is already a big win.