The money's on the up-and-up, in case you were thinking otherwise. Moru-chan was selected by ArcheAge's project management team to live in a one-room apartment and stream the game for 12 hours a day. He'd wake up at noon and start playing in the afternoon until the wee hours of the morning, streaming ArcheAge for all to see. Moru-chan also blogged about his experience and organized large-scale activities using his newfound fame.
[Thanks to Dengar for the tip!]