Both! Lol.
There is nothing to be done about it, so go with the flow and do it. I try to salve my conscience by sometimes not voting for myself if I really feel it's not up to the pace, and I almost always vote for others too - they deserve it, and it makes me feel better. BTW, I try to vote before I've checked out the leaderboard - a couple of times I've been pleasantly surprised to find that one of mine that I had deemed inferior had got several independent votes, sometimes more than another of my images that I strongly preferred!
There is no accounting for taste, and if any further salve for the conscience was required, it is pretty clear that many are touting for votes on social media, such that run of the mill pictures win contest because their 'jockeys' are better connected than better artists. I think FAA encourages this, because it brings more traffic to the site, and it's about economics, not art.