They paid for the investment in network infrastructure and software development that has allowed us to have reliable broadband connectivity, multimedia websites, online chat and all the othercoolstuff that we are coming to enjoy and rely upon.
There's also a "Featured" list, curated by Lightt, but you can't currently search for things based on tags, which is how you might discover coolstuff on other sites, like Tumblr or Pinterest.
Starting with that mindset, the process of joining forces with other Lucasfilm branches literally just grew from a bunch of talented artists working together and wanting to make coolstuff.