Platforms like Facebook have showed that people basically want likes just to feel good about themselves, without any other real reward. This at least gives you a more compelling reward than just meaningless likes.
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If the reward is only tokens which can be used to engage in the platform further, then it seems like another form of gamification.
"Real" money (or a digital currency that's somewhat widely accepted) rewards though... seems like a way of cutting advertisers out of the UCG+ads business model (e.g. Youtube, Wordpress, sorta Facebook)... would be even more powerful if it were open, not locked down to a particular domain name (but then there wouldn't be an entity making money off it in the first place so it might not gain enough momentum)...
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