CNN sets up complete user generated news site

http://www.readwriteweb.com/archives/cnn_to_launch_completely_user.php

CNN establishes a complete portal dedicated to user generated news, the community will be the sole moderators. No top-down control or censorship.

Citizen journalism (only user generated content)

Post-moderated content (community decides what news are - moderating already uploaded content - no restrictions in production)

Business model? What are the values of this:
Awareness, connecting community activity to a brand (CNN?)?
How do they measure the value?
How concretely is CNN tapping into the resources of the producing community?