Curing evenly distributes moisture if nothing else. A plant that is just hung and dried will be drier on the outside then the inside. As soon as you place it in the jar, the moisture from the middle slowly leaches out through the bud, evenly distributing the moisture.
If your drying your buds and putting them in a jar, and you open it every once a while to smoke, your basically curing your bud - not properly, but it's taking place to some extent.
Besides evenly distributing moisture, which is important for an even, consistent burn, it also starts breaking down starches and sugars within itself - which results in a smoother smoke.
Curing, when done right, will INCREASE aroma, taste, and potency as chemical and biological process take place. Each time you 'burp' your jars your releasing gas from these processes. Get your jars to 60-62% and close them for long term storage and your patients will be well rewarded.
Your bud should be properly grown...period. Curing has nothing to do with growing bad weed, nor will it drastically improve garbage. It will make top shelf bud reach it's true potential.
I'm not sure why there is such a debate about this topic. There is clear data about what curing does and doesn't do. Amazing weed will taste and smell great no matter what. You won't always be able to tell if hasn't been flushed or cured, but if you had a sample of a product that was cured and one that was not, you would definitely be able to tell the difference, and it's a positive one.
If your losing taste, smell, or potency when your cure, your doing something wrong or have a unique strain IMO