How in the world does myLot gain its profit?

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Hello. I am very new to myLot, just 2 days old now :D I was wondering how myLot get's its profit. I can see that myLot has thousands maybe millions of users who do pretty interesting discussions on the web. But making people discuss topics on the web doesn't seem to be adding to any advertisement or business need. Also, since myLot is paying out to its users it seems like the cash flow is negative. Could someone please explain how myLot gains its profit? Thanks. P.S. Uh sorry if this is bothersome i just really don't get the whole scheme behind this site.