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The entire gimmick grosses me it, it truly does.
If Twitch is so fucking great, if the rich narcissist assholes making this face 
on it are that amazing, why are there so many obnoxious in-game ads in games like Warframe and the like that don't even bother featuring such dubious content but just say "get a free in game item if you open wide and take in this incoming slop spray!"
same brother same
because i'm usually playing games offline/cracked/modded, i take great joy in adding in that sort of promotional content to my save even if i have zero interest in the content to begin with. just out of spite
the whole concept just confuses the hell out of me. you've launched up your game. you're about to play your game yourself. why would the game want to direct you away from the game to watch someone else play the game?
Social imprinting, mostly. Watching some rich narcissist make
faces tends to lead to more conditioning to buy le epic loot boxes to follow the leader, and such.