So, I have found the answer to my questions, and also to the point raised by SGM.
They aren't making the films themselves. That's presumably why there is no fuller explanation about what this non-exploitative non porn sex is. They're not actually writing, directing or making any films.
What happens is that people will send them amateur porn (which for some reason they think shouldn't be called amateur porn. From the rental costs of the films (depending on how many people want it) the makelovenotporn people get 50% of the profits and the other 50% goes to the people in the porn.
For it to qualify as being real sex rather than porn sex, it has to fulfill the following criteria:
Musts:
Contextualized: Show and tell a backstory
Cliche Free: Free of porn tropes, please.
Consensual: Obviously
Extra Credit:
Condom-hot: If you roll with condoms, sex 'em up!
Comical: It happens ;) let's see it.!