Does it matter? It's not as if The Guardian bought Snowden's information in a bidding race. Snowden trusted Greenwald, who happened to be associated with The Guardian.
A newspaper should be judged on quality. If this leads to more income, all the better.
They have reputedly released roughly 1% of what they received. I think that simply dumping the docs would have had less impact than the steady stream of new revelations, but certainly I could be mistaken...
1) Is it better to vet the documents, and remove personal information etc. where appropriate? If yes, then I'd rather they were released as they were prepared.
2) Would we still be discussing this if they had been dumped in one lot? This is maybe much more clever than you think. More importantly; I expect it's more likely these events will eventually seep into broader public consciousness if they don't come and go in a single news cycle.
If he did not have an expectation that they would follow his timeline, he would be less likely to leak the docs to them, and possibly less likely to leak the docs at all. It's not like Snowden couldn't have just dumped all the docs on us if that was his intent.
And don't unwarrantedly put people in harms way, &c. Yes. It's called journalism. It's not perfect, but neither would an unfiltered dump have been. And it's far better than us not getting the docs at all, isn't it? Which is certainly another timeline Mr. Snowden could have chosen, at far greater personal convenience.
Probably not that much, to be honest. Most people here in the UK neither know nor care about him. Which is a real tragedy, but people just don't understand the technology side of it, and probably don't care anyway as they think it doesn't apply to them.
These stories have been popular with the Guardian's standard readership, but inside the UK at least, I doubt it has increased its market.
The Guardian have had a large focus to try to pick up US readership for a while (e.g. They launched CIF America).
The NSA coverage has probably helped them in that mission, in fact it is probably motivating a lot of their NSA coverage, the UK "switched off" over the issue almost day one.
Considering how expensive this kind of reporting is, in terms of legal fees, travel expenses and journalist salaries, I wouldn't be suprised if they made a loss.
It's not the most advertiser-friendly story either.