You know those times when you can't figure out a bug and just need someone to look over your shoulder to bring to it a new perspective? Or, you're not even sure which are the leading / best-practice libraries and plugins? I think that's what a hotline like this helps solve. You don't remember those situations? Awesome. Volunteer some time. Or, help spread the word to other JS devs by pointing them to the toll-free number or @jshotline twitter account.
P.S. Feel free to also just call to celebrate a small win that no one else (office mates, pets, significant others) will appreciate.
P.P.S. If you don’t want to contribute time, there’s also a button on that main page to contribute your or your company's money. There's a place for your logo and such, so sponsor a great community resource. ;-)