How and Why Mylot Pays

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Hi, I was wondering how and why does MYLOT.COM pays just for starting discussion. If they actually pays then from where do they get the money from. I strongly believe there is no so called 'free money' then how they do benefit with the discussions or even Imgaes. How do they generate the business, how does it all work...DO any one has any idea... pls share...::)// thanks