Basically it was supposed to give folks more incentive to contribute to the site in meaningful ways such as writing, giving writing advice, making recommendations, etc.
You got commendations for these actions and it was also like a mini-game competition between the 4 orders so the contributions would be an ongoing cycle.
It probably would have worked better if all the more active people hadn't fallen into the Sage Order. As a result they tended to get the most comms and then two Sages in particular started competing with each other for personal glory so the Sages now have a lead that makes it nearly pointless to even bother.
Comms are still given out though of course since people are still contributing to the site, but it isn't really a competition anymore since most tend to be Sages for whatever reason.
You can't change orders so what you joined with is what you got. JJJ said in the future he might switch a few people around if they want to change their order, but I doubt that will happen anytime soon.