You know the one scene in OFFICE SPACE about the "pieces of flare"? It would be that. With the JW's things that become " voluntary" tend to be met with over-compensation. A good example is when they stopped charging for the magazines. They recieve more money by donations then they ever did charging (what was it...) a quarter per magazine.
Same thing, everyone would overreact. pioneer numbers would drop, but average publisher hours would probably go up.
Just a guess though.