I don't understand this at all. I'm 'investing' in their 'brand'? I'm paying money so that I get more games.
You're investing into the person to make games, which then you make articles about. Then those articles generate views to give you more money, so the more successful that person is the more money you get back for what you put in basically the simple version of Investing.
Which is why this is brought up and why Kotaku had to actually address it because it's definitely a conflict of interest.