It's been a while, but I think there's a weighted points system involved. For each category (take Chips, as it's the most used), each individual can select up to 10 favorite chips, based on their own criteria. And they can / should rank them 1 through 10. 1st place gets 10 points / Last (10th) place gets 1 point, and a similar sliding points scale in between. All the responses for each chip are accumulated resulting in a numerator total points, and divided by some denominator (probably the grand total of all points awarded). The resulting calculation, by rank, determines the overall "favorites" of those responding.

Can it be "influenced" by a group of similar collectors? Yes, but no more than the weighted points voting for the OTY's each year.

If you want to check the accuracy of my formula above, I think Charles Kaplan & Jim Follis came up with the "Top 10" concept some years ago, so they might be able to confirm how it works.