This is an award for people who do a considerable amount either (a) to promote Wikipedia beyond the site, acting as "unofficial spokesperson" for it; or (b) who do wonders in "gee-ing up the troops" either through their general motivation of Wikipedians or through assistance by way of tools, contests, and other things that actually make us 'ground troops' want to go out and write, improve, and wikify - in both cases basically people who help move Wikipedia forward.