It's sort of a rigged system as far as I can tell, not really a content meritocracy. Whales who have down well via content curation on a single offer continue to vote for them over and over, it helps them. Whales also support whales which keeps the money at the top, ie. they want to garner a whale vote in return for a whale vote, which is win-win for them. The relationships are deep as are the pockets, I guess like in the real world, those people tend to garner a lot of votes.