This. I think this is much more in line with the recurring donation model they have already launched. The next logical step is simply to say "Hey you know all those non-profits there? They will now be accompanied by your favorite personalities, publications, podcasters, apps etc that you're already sharing here."

Facebook being Facebook, it could morph still further to become Kickstarter and even an investment platform (AngelList) eventually, but patronage is the more natural fit.