I think it would come down to credibility. People dont find wikipedia to be credible or is also easily manipulated.
With Lunyr, the average user can become a part of the site with reviewing and providing content for a monetary reward. This reward will make reviewing information and the posted information more credible by weeding out the garbage. Recieving rewards will build a community, and the adz will add value to the reward.
Its definetly a vision... maybe far fetched?
But im betting on the development team, im positive they will over produce something of value and early investors will be nicely rewarded