I don't even engage someone unless I believe they have the full amount of money available to pay me. And I don't start work without cold hard cash in my bank account. 50% up front, 50% on completion balances a client's commitment with a developer's commitment. Each party takes a risk in terms of time and money (big projects can usually be broken down into smaller 50/50 payments for milestones).
In terms of this service, I feel the developer is taking a bigger risk in terms of devoting time to a project that may or may not produce money, and in the meantime s/he has nothing to eat with.
I just don't understand the logic of paying someone to withhold my money from me when I can ask for real money up front, directly, for free.