Medical research faces a real challenge of selection bias. Survey respondents and study participants largely come from two groups: 1) undergrads responding to a campus flyer, and 2) local university-town residents looking to make extra money. Obviously this means respondents are geographically homogenous, and in many cases socioeconomically homogenous as well. Enabling a wider reach for researchers will not only increase sample size, but also eliminate selection bias. This is a very, very good thing.
Also, now research isn't limited to only university researchers.
I wonder if the plan is to allow participants to earn credits on apple pay.