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Their choise of new skins is based on what they need at the time, plus the suitability of the skin and its appearance compared to existing skins in the game.
They may need a lower quality skin to fill the Mil-Spec or Restricted position, so it doesn't have to be some fancy wild bright coloured design.
They may be looking for something with a certain theme. Sort of like how most of the Chroma skins have a loose South American feel.
You can't really know what Valve is looking for, so you just have to create something and put it out there hoping it gets noticed.
Exactly, votes are just a way to curate the market for skins, so that valve doesn't have to sift through thousands of skins to find one they want.