What is the source of income of MyLot?

Tweet

This question is whirling in my little brain since the time I have signed up to MyLot. From other members' discussion now I believe that MyLot really pays out the money one earns from here. But why MyLot is giving us money just for generating or for responding to a discussion? How MyLot is being benefited from it? How is MyLot itself earning the money that it is giving us? This is not like that MyLot is publishing Advertisements on its pages and earning huge revenue, and it is sharing a little portion of that revenue with MyLotters. Can fellow MyLotters quench my curiosity?