Why does Mylot pay us?

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Now, I'm not complaining. But I can sit here all night long and create posts on topics I like and respond to other's posts. What's in it for Mylot.com? How is it they're making any money? Are they selling any of the content we create/post? Some of the stuff people post is trifle, and it's obvious they're only trying to raise their numbers. Maybe Mylot can change the payscale so that postings from x to xx amount of words pay XX amount and postings with more pay more, on a scale based on size and of course adding a photo. Seems like that would prompt for more postings with better content. What do you think?