Well, looking for the eternal silver lining here, I guess this is an ultimate experiment in guidance and direction using the "carrot lure" method rather than the "punishing people with sticks" method.
I don't "get out much" so this is the first time I've come across this... but I am happy to see any initiative that addresses the endless oceans of garbage that seem to float around here. Not that garbage isn't pervasive on all social media; it's just that people don't get paid $50 for it, elsewhere.