I think they want to get Steem power in the hands of non whales. If I was them I would just power up random people who post. I used to think these guys were amazing marketeers among many other strong suites but now I don't think so. That initial payout was brilliant marketing. I think giving ten steem dollars to most active users (vote plus comment plus post) each week would do a lot more for the system than swelling on the open market.