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)...