If you asked me, "Why is Wikipedia Better than the Encyclopedia Brittanica?" my answer would be, "Because it lets people make things like Qwiki."
No, Qwiki isn't the be-all and end-all in this space, but it's an example of the kind of thing that's possible when people re-mix wikipedia content and respin it for different purposes and audiences.
That said, $7M gives them a lot of rope to hang themselves, in particular, a lot of time to hire people and make commitments without the need to focus on something that's profitable.
My guess is that there are quite a few people working on things in their garages without an early round of funding who are going to produce things that are more interesting and make more money in the end.