How often do you sit at your computer wondering why no one is entering your latest competition or why the recent forum restructure seems to have killed engagement? Imagine having a team of user-testers at your disposal.
A key benefit of a superuser program when correctly managed is access to feedback or user research. That feedback may relate to the health of (or sentiment in) your community. It might uncover friction in your digital processes that need attention.
Consider the same for products. You have a hyper-engaged group of your primary audience ready and willing to test new products and give you valuable feedback. Compare this with how costly it is to run complex surveys or to assemble live focus groups.
Google is a great example of an organization that puts this into practice. Their Top Contributor program incentivizes members with beta testing opportunities for new products. Joy Hawkins has been a member since 2012 and cites advance access to beta products as one of her primary motivators.