Don't let the low score get you down. I think that the fact that a lot of viewers didn't immediately get the "collection" connection hurt your score, as it's a good shot. I like the B/W and composition. The bright spot on his beard is a little distracting, but I think if you turned up the contrast and burned a little here and there, you could make him pop a lot more. :-) Good shot.
Apparently trying to make something look old doesn't work. It's an old world santa hence the black and white. I now have two other old world santas. Still I'm a little disappointed that this scored so incredibly low. Ah well.
the photograph's lighting, combined with the b&w, has this image feeling a bit flat to my eye. i think that by positioning the lighting at more of an angle (like 45 degrees left) to the camera would allow more of the shape of the santa to stand out, and that would give santa more depth and visual interest.