As I understand it readers will also receive part of the reward. I do not really understand how it will be possible without advertisers.
It will be part of the economy. Since both readers and content authors will receive an award. This will ensure the highest quality content and retain the audience.
I will continue to monitor the development of the project and it seems to me that the prospect will be simply huge. I will continue to monitor how everything works, but it seems to scale can be quite easy.
I will watch how the project will work. But IEO is also a good solution to get a very fast profit.