There are many shops on HA that have no banners, avatars, descriptions or even a buyer announcement at the top of their shop page. I'm sure that the "Featured Artist" is set up to run automatically, but as a prospective new seller or buyer, I think it looks bad to have those shops as a "featured Artist" on the home page. There are alot of Etsy sellers looking for a new home for their products and I think the home page should reflect sellers who do everything they can (banners, avatars, descriptions, profiles, etc.) to present their shop in the best possible way. Not being featured on the home page might also spur those other shops to spruce up their shops in order to be featured. Just my opinion.