This might be an abhorrent pollution of the idea but I wonder what would happen if they opened this up to PR professionals to seek writers for their stories and ideas… Kind of a platform for freelance writing and brokering of ideas.
As with anything, there would be all kinds of issues. Like how to protect the idea from competitors eyes. This could be done easily though.
There is also potential for spot to be used as a way for PR people to collaborate with each other and journos on pitches.