Content aggregation, thebrowser and elitism

Just stumbled across thebrowser.com thanks to a tweet by Stephen Fry. Frankly it strikes me as off-putting elitism.

"We aim to help our readers discover the best writing available by recommending articles, interviews and books that are of interest to the intellectually curious reader."

Who the heck are they to decide what would or would not make the cut for the 'intellectually curious'. Who are they to decide who the 'intellectually curious' are?

Using statements like that just mean I don't trust them to be impartial and to show writings on a given subject from all angles. What would happen if a salient argument is made but in a manner not appealing to the 'intellectually curious'?

At the moment their business model is the following:

"At present our sole revenue stream comes from the small commission that we take from Amazon for all the books we sell"

So it's in their best interests to promote popular books. Perhaps books from well-known authors, or controversial books. How can I be sure this fits with their claim of providing "the best writing available"?

Just when the world needs more egalitarianism in the media we have this come along.