Having Reddit do it themselves may increase the authenticity of the recommendations. Also you might want to look into subreddits like Redditgifts. As noted before, there is a lot of valuable data hidden in those conversations.
For all I care Reddit can have all the money, or donate it to EFF like we're doing. I just want to show people the amazing stuff that is locked up in forums (and that Referly is a cool way to build/moderate/curate it)!