Hello @crypto.piotr,
Wikipedia is a non profit organisation so they get most of their money from donations. They also have a Wikipedia store of sorts.

According to this site readers donate an average of $60milliom yearly.

Lunyr will be using a business model similar to steemit I suppose. Other readers/peers will approve of your contribution (like upvotes on steemit) and your valuable input will be rewarded.

I suppose the major difference is that Lunyr cannot be shutdown/influenced by government because it's decentralised.