Picnik.com - Just another online photo editor?

Picnik is a simple and intuitive online photo editor, that loads very fast. It uses a very simple menu, which is extremely good when you´re not a graphic designer.

“The Picnik team is committed to making powerful editing tools fun and easy for everyone to use. We´re located in the heart of Seattle, a block from Pike Place Market on 1st and Virginia.”

Very nice design, very useful tool, very easy to operate for non-experts. Picnik.com´s team seems very dedicated to customer service.

How are they gonna monetize this? How are they gonna make a name for themselves out there, in a very crowded space? (see Competitors below for only a few of the many competitors.) So far, they don´t show any advertising on the website. Maybe they get a cut of your printouts? How many people print pictures from non-image sharing websites?