Intent is not behavior. One can intend to perform a certain task--intend it really hard--and still not break out of the routine of current behaviors. Changing behaviors is hard. Intent is not.
Celebrity is often discussed as an unfair advantage, a snake oil seller, or perhaps a person who leveraged serendipity at just the right moment, with just the right knowledge. Sure, there are opportunists who produce mediocre content and appear to be stealing attention from those more deserving. But, what if they do deserve it and you just disagree with the outcomes of their work?