Only? Hate to break to you, but he wasn't even the first. A 14 year old high schooler named Steve Veltman was on a Wheaties box a year before Spielman and it wasn't the result of a contest. Speilman didn't turn it down or ask his teammates be included.
Let me explain how these highlights end up on Hudl, since I have had kids go through this fairly recently. Many teams put their game film on Hudl. This requires every player to create a Hudl account. Each week the players are required to watch the game film. (coaches monitor the time spent watching the film) While watching the film, they clip their highlights and create their film. They then post that and send out a notice. Your average high school player's highlight film is lucky to get more than 20 views on Hudl per clip. Most of those views are from family or friends. These kids know that.
Now I will explain why this "self promotion" is good for every kid and should be encouraged. My son's Junior season he was playing out of position for most of the season due a teammate getting injured. He did the whole Hudl thing like most kids. Highlights were not remarkable, but decent. Summer between his Junior and Senior year he got invited to visit a couple D3 schools. First school he visited they offered him a spot to play and talked with him about academic money they had available if he came to the school. He got at least 5 more offers due to his Hudl film. I only know of one coach that saw him play in person and contacted him immediately after the game. Had he not self promoted, I doubt he would have even been asked to visit. He was one of the many kids on his team playing for the enjoyment. Self promotion has more positives than negatives. If you look at the comments left on the social media "self promotions" most are from teammates encouraging their friend. Even some opponents chime in. Only the petty see their teammate's "self promotion" as something bad.