Natalie,
Yes, it is a "rewards for clicks" offer.
500 points for "becoming a guide" ==signing up
500 points for your first journal
1000 points for a journal to a novel destination (I did NZ and Patagonia)
10 points per journal entry read by a member.
Oh, and they have editors read the journals. I have 8 editorial comments on my stuff in my inbox already.
If Flyer Trip Reports migrated there, it would have a bunch of content.