On the project owners landing page it reads:
Get Rewarded for Your Work
Utopian doesn't only reward contributors, but also generates STEEM cryptocurrency revenues for project owners. You can then use those rewards to offer bounties to the community, influence how rewards are distributed, or you can withdraw it to use it however you like.
How does this work? Project owners get more power, more responsibilities and more work. Why would they follow up on Utopianen contributions if they get them without following up. What is the incentive for project owners to actually use utopian themselves?
I believe the STEEM revenue idea is still being developed to be launched relatively soon.
Some of the categories, like Translations, Suggestions, Visibility etc. require the project owner to create a task request in order to receive contributions to their project. This was a necessary change due to spam complaints that we've been receiving in the past. If they don't come to us and use Utopian, they will not receive contributions to their project. This is the main reason why they are incentivized to come to us and use the task request functionality.