I, and others, want merit for rank up. Bitcointalk is like a small social, or online game, the higher rank you are, the happier you have, it is the self-satisfaction when you're proud of yourself. High rank is like high level game character, you will be admired and respected.
Yeah, it has nothing to do with the promise of pretty much free money. Nah, its fair enough that people want to be higher ranked for a status thing, but these people aren't usually the users that spam, and are willing to put an effort in the get to the higher ranks.
Honestly, though. I couldn't care less about your motives for wanting merit. As long as its not abusing the system. I don't really care if people are signing up to the forum for the sole purpose of making money, as long as they are a constructive member of the forum, and aren't spamming their way through the ranks.