Curation is about saving people time and giving them value that is superrelevant to them. People will pay for that service, either with money or with their time and attention. The value of the curator continues to grow as content increases,. That is why people must understand the value of cur ation. It has been around us for a long, long time. Take walmart as an example. Walmart has been a master curator since its founding in 19 62. Dissimilar from morning brew, walmart began curating not due to abundance of choice. It began curating due to scarcity of space.