If they make too many unfair mistakes, posters will leave. It is not to their advantage to alienate but only to encourage the ecosystem. They have large investments (read risk) in Steemit they need ALL the people using the system and acting fairly or the project will fail. Who wants that? No one!
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Thus the people with the most to loose have the highest incentive to work to insure fairness. That said the actual program running the the steemit system dose most of the "heavy lifting" to insure fairness automatically.