A whale is someone who overpays for something by a large margin because they can. So to state that these people are whales implies that your posts are not of any particular value, or I should say lesser value, and you are being overpaid for it. While people would like to earn money, I don't think that they want to earn their money on account that a "whale" paid them. When you don't rob your customer they come back. And repeat customers are always easier to deal with than new customers. It is wiser to state that you are being paid fair value or market value for your posts. So like the article mentions it is better to have 10 posts worth $50 each rather than 1 for $500 even if its the same amount of money. Believe it or not, money isn't everything (it's the only thing). Haha. You know what I'm saying.