"To the fairest of them all". That phrase alone brings up the most bloody, heinous, and depraved horror Equestria has in the history books: A beauty contest. A contest fought tooth and hoof to find who's the most beautiful mare in all the land. But, unlike any normal beauty contest, the contestants play for a greater glory than just a sash and some flowers. They play for a sash and some flowers AND the Golden Apple of Accord. The very same famed apple that once bitten by the fairest of them all will grant her whatever she desires.

To the fairest goes the apple. To the apple goes the bite. To the bite comes whatever they want. All that remains now is to keep the apple out of the hooves of someone that would use it for something evil... And to show off how fine all the mares of Ponyville are! It is a beauty contest after all.