I can vouch for that. A small foreign-books bookshop in the city I live in has recently hired a new bookshop seller and, as such, the selection of books has slightly changed. For the better, from my pov, as I'm now in there every week or so and each time I get something I didn't know I had wanted (until seeing it in there, that is).
All this to say that the unknown unknowns are a real problem when it comes to purchasing books, and a curator who can solve that for the clients of a bookshop is a highly valuable asset.
This is an interesting point and a crux for many small businesses. I suppose curation is being monetized many ways, including subscription clothing boxes. In theory, I think this represents the problem that "influencers" should have fixed.
Also, that is one horrific example lol.