I think the biggest problem for punters is that AW is free so there is no risk to the scam artist to just constantly make up new profiles as the dodgy ones are deleted.
However AW's main goal is profit so they will not be too bothered as long as the pennies keep rolling in.
When I used to seek out my punts in The Sport, you were always going in blind but as you got to speak to them on the phone first you could generally guage if the 18 year old stunner was in fact a frumpy housewife plus of course they all spoke English. The fact that they (or the pimp) paid for the advert meant that there was a real person on the other side.
Nowadays in the virtual world nothing is ever as it seems, with bait and switch, photos stolen from porn sites and a huge influx of scamsters from Scamland, we are fighting an ever harder battle.
I think there is huge opportunity for Adam to create a more commercial site here which would link up the good providers with the genuine punters. A UKP recommendation could become the "Michelin Star" of the paid scene.
Who would grudge a bit of income for all the work that has been put in to the tech side of the site.