Storage is cheap, but low quality articles, especially those on obscure enough topics that they are impossible to verify, have a real reputational cost.
I do see what is in it for the leadership, though, and I don't like what I see.
I think its important to remember that Wikipedia wasn't always the only game in town, it was just the one that won. Part of that comes down to the choice of caring about prestige and reputation. Other projects like everything2 did not; look where they are now.