Looks to me like they plan to use this particular hotline as a demo of their service for providing other similar hotlines for businesses. Seems like a great plan.

One thought: you currently suggest that the experts who volunteer get paid for their support. As an alternative model, you might consider providing credits for priority support. In other words: experts answer the easier questions so support staff don't have to, and then those experts get priority access to ask trickier questions and/or bug reports. Developers really want to interact with those experts anyway, without opening themselves up to handholding-level support questions, so everybody wins.