Sadly, with Hollywood, as it is, most mid-level adult dramas are now only understood in terms of their Oscar-potential, and thus receive premiers at Telluride/TIFF/in the Autumn and are given something of an awards campaign, irrespective if that's appropriate for the film. Apparently the studios need more than the promise of modest profits to make these movies; winning a golden statute strikes them as being a more concrete reason to fund films like Selma or Birdman. I doubt the Oscars were in Duvernay's mind when she made the film, but in Plan B's mind? I wouldn't be at all surprised.
I agree that Plan B, Pathe and Paramount probably had box office and award hopes for the film, but from that vantage point we should be assigning the disparaging label of "awards bait" to many adult dramas based on the hopes of their producers.
I don't think most people on this forum would say that Kubrick's or Scorsese's films in general are "awards bait" even though we all know that studios and producers only funded and distributed them because they reasonably expected them to make money and win awards. Instead, we separate the studio's rationale of green lighting a film, from the director's personal reasons for choosing a project and look at what the film in the end says to us regardless of why it was financed. Unless of course the subject or genre of the film doesn't interest us (rom-com, superheroes, action franchise, historical biopic, etc.) then the film is artless and made just for money or awards.
Unless someone can prove that the filmmakers altered some unusual amount of creative decision(s) in the making of the film that went against their artistic sensibility for the reason of making the film more palatable to some group of awards presenters, I don't understand the use of the term awards bait, other than awards bait = films that got the recognition or won the awards I wanted other films to win, that somehow are not awards bait, even though I think they should have won all the awards.