The same reason any other website would: Publicity.
Remember, Josh said he wanted to "legitimize" the Kiwi Farms:
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By "legitimize" I suspect what he means is "make mainstream."
His goal seems to be to make the Kiwi Farms something within the realm of Twitter or YouTube. Probably closer to Twitter so he can be his own kind of Elon Musk. The people saying this is looking more and more like Something Awful are correct. However, I think Josh believes himself to be far cleverer than Lowtax and capable of succeeding where Lowtax failed.
Let's even take his recent conversation with Nick into focus. The way that Josh comes cross is almost as to warrant Nick
owes something to him. Like, because Nick is a lolcow dirtbag, he needs to kiss the godfather's ring and show fealty. And what does Nick do? He laughs in his face and Josh has to scurry back to his website and cry about it. This is why he hates Keemstar and Metokur and why he cannot hide his jealousy of Turkey Tom. He believes the Kiwi Farms hold some kind special value that it does not.
Josh's ego is also transitory. Even among regular users, the Kiwi Farms fosters an unwarranted sense of self-importance. Like if you hurt someone's ego, they think they can just dox you and ruin your life.