The Problems of Scaling and Scoble at Quora

However, if I go to Google and search for something, and toss in a "site:quora.com" it will show me the Quora results, and Quora lets me see the questions and answers (although not the comments). Those pages even have a search on them so I can look for more.

None of those pages seem to have any monetization. So where do they plan to get their money? Seeing no apparent monetization makes me suspect that they plan to use their user information for monetization, and wonder if that is why they say you have to use your real name.

I know they've received a lot of buzz, including here, so assume they are probably on the up and up, but that's sure not the gut feeling a get when I compare what I see as a non-registered person with, say, what I saw at, say, stackoverflow.

Anyone else here not getting it or am I the only one?