This project aims to be a blockchain content marketplace which I personally think is not a great concept as the userbase it targets, doesn't actually need this type of project currently. The project is greatly executed and has a dedicated team and a well designed but lengthy website too but it would only be successful if it somehow gets large user base which I don't think would be possible so I would not consider investing in this project.
There are benefits for users which are mentioned in the whitepaper. The users don't necessarily need to know they're using blockchain, instead they could enjoy the benefits, as they already have an existing content platform that distributes media to around 50 million people. They would simply migrate those users to the new platform and they could continue using the service as they always have, while enjoying more benefits that blockchain offers, while the content creators and contractors enjoy lower fees and faster payouts. The partnerships they have would allow them to reach many more users, so I don't think there's much of a problem with getting new users.