The same argument could haved been made a while back as to why people would never contribute their time, for free, to an open source software product. People who have a vested or passing interest in collectively making a more open sysem will donate their time in the same way they do for open source software projects.

The incentive is that consumers will be able to more fully hold companies accountable for their actions resulting in fewer patent lawsuits, unfair competitive advantages, etc. This will all result in lower prices for products and a wider variety of products to choose from.