"Would-be editors on the Britannica site will have to register using their real names and addresses before they are allowed to modify or write their own articles."
I think the premise is that alot of people sign up (with usernames they choose) and then give that username out to friends and family so people can see where they are...
A sort of twitter-meets-GPS(?) except not as cool as twitter or GPS. :|
For all those who are hating on the free-market and greed and selfishness, I advise you to check out Ayn Rand's collection of essays compiled into a book called The Virtue of Selfishness.