Right but the idea is that you don’t use sites as sources of trust, you use people. Content farms won’t be paying your friends and family to shill websites to you.
A large fraction of facebook content is MLMs and mobile game ads from one's own contacts.
Works suprisingly well already, sadly. So yes - at some point companies would pay people to vote for them.
But I still would prefer that system (with some differences) over the default. Because the people I would trust, would not fall for the common scams.