Parker started out his career to provide a resource for buyers who were not able to taste wines before they purchased them. Prior to that most consumers were left to the mercy of the wine merchants, growers and distributors who had a vested interest in selling wine to consumers. In this regard, Parker presented himself as an advocate for the consumer.
Vaynerchuck sells wine. Although he may review wines he does not sell, he still sells wine. He represents himself, his shop and people who want to sell you wine. He's very successful at it, but I would not confuse the difference between the two.