Yep. Don't get me wrong, I really want these guys to win, but the current system is just not good enough. I don't know how exactly they'll go around solving that problem though.

There are well-established systems to pay for content. The problem is that they're very manual, take a big cut, and are relatively selective. They go by names like publishers, labels, studios, and so forth. They actually work for some definitions of work but you have to be OK with relatively high barriers to entry and with a clearly-defined gatekeeper role.