The point is bringing more people into slant. Idea based on this:
I'd say the wording isn't very well chosen and there are too many distracting images and ads on that page but, I think the core idea could be applied here. Ideally we'd be able to convert this into a feature, somehow, although I've got no clue if it'd be even possible.
Here's an edited quote from it:
Come up with a great question that relates to your niche that you want answered by the experts.
Find 50 top experts in your niche and ask them the question. 32 experts respond with an answer.
Compile the 32 answers into a blog post and publish it.
How does this differ from providing your own answer? Simple. Instead of just having you to promote it, now have 32 experts to promote it for you.
On a second thought, just now I've started considering start writing something to automate this... What you guys think?