Union dues as Union does

So here is about the dumbest ideal I've ever heard... Bloggers Union... Unions are supposed to be a way for workers to get improvements from their employers by uniting to pressure their bosses into concessions So how would they work for blogs? Bloggers work for themselves, they don't have bosses, who are they going to get these benefits from? They just pay dues and that's it?

"Bloggers are on our radar screen right now for approaching and recruiting into the union," said Gerry Colby, president of the National Writers Union, a local of the United Auto Workers. "We're trying to develop strategies to reach bloggers and encourage them to join."