A way that wouldn't rely on the honor system is by having the content creator prove he controls that URL.

Let's say I post a link to Coding Horror. The system accumulates bitcoins as people upvote it, and then Jeff Atwood wants to claim them. He would simply register and a small piece of HTML with an unique value would be generated, which he would copy to that blog post.

The system can now verify the post is his and charge his address.

It's somewhat complicated (although not difficult to actually do), but on the other hand, we're talking about Bitcoin users ;)