Curator is the worst word. Curators manage museums and collections. They care for the historical importance of a segment of human artifacts, like Egyptian history or guns of the civil war. They want to preserve something for generations to come, to education and enlighten.
These people aren't curators. They're giving purchase recommendations. They're the people who find you when you're shopping in the mall and try to make you buy things. They're the mobile phone guy in the middle of the mall that shouts at you and asks if you have a phone, while you avoid eye contact and try to get to the Cinnabon store.
They may not make money from the activity (if it's successful, someone will try to monetize it), but this isn't going to end up as curation. It's going to end up as a cult of personality, with TotalBiscuit boasting about having 158,000 followers on Steam the way people brag about their Youtube channel or Twitter account. And these personalities are going to drown out anyone who actually cares about actual curation, the type of person who wants to perform the task of informing everyone of everything about every strategy game on Steam, for instance.
