On HoloEarth, one of the primary issues Cover has is their dependence upon YouTube. Thus, they have an interest in building up a wholly owned platform. (They mentioned this in their investor presentation.) Now, they'll probably never transition any members full time, but if they can keep the costs low and build it up over time + add game stuff here and there it'll work fine. Especially once they get 2D + 3D user interaction. Or at least figure out a camera-based internal broadcaster for 2D viewers.