The mail-order service doesn't run from the shop, it runs from our warehouse near Wetherby. In an attempt to publicise it, they've asked me to select some mixed cases from breweries that I like, do some tasting videos about them, and see if we can add something to the online shopping experience in the process.
From my point of view, it's fun, because I get to do more of what I enjoy - tasting beer, and writing and talking about it. In fact, it's better than fun, because (smugness alert) I actually get paid to do what I enjoy. From my employer's point of view, it adds a point of difference to their online shop, potentially driving trade, and maybe for their customers, it allows them to make a more informed decision about the beers they buy.
I'm not going to endorse any beers that I don't personally enjoy, because that would be stupid, and