Conclusion: The rule is simple - when the subject is not very unique (like in this case), you really need to do something different in terms of capture angle and post-processing to make your image different from regular shots. Overall this is an average composition. Wish you good-luck and better scores for future submissons. You have got some real good piece of equipment which when complimented with 'interesting' subject can do wonders.
As one of the comments says - the composition is messy. There are too many things in the frame. Maybe just the cup, with some steam coming out, in foreground of plain background would have hightlighted the subject and made the image more 'neat'. Wish you better score and good-luck for future submissions.
I'm by no means expert in area of photography. My comments are purely based on my limited understanding of technology and art behind digital photography. Apart from doing detailed evaluation of your submission, my intent is to learn different styles of photography by critically evaluating selective submissions. If you've got any questions about this critique, please feel free to contact me via email or PM.
The main focus seems to be the cup, with an amusing message. The rest of the image should probably complement the message in some way clever, not just the obvious coffee reference.