It's a tier membership that supports good content with upvotes to all it's members. They also have contests on Tuesdays that's for food photography and Friday's which is photography in general. Winning these contests will get you a tier 5 membership for 30 days that will get you a fixed amount of upvotes.
That's what I think they help, which is helping people get their content recognize and rewarded and that's why I like them :)