It's only "starting" if you only look at IG and new platforms. Otherwise, it's always been a thing. I mean, it's not much different than Paltrow and her hooha eggs and all the other wackadoo stuff she sells. Celebrities have been doing it forever.
There were wackadoos building a following on Geocities back in 1997. And BBS forums before that.
The real problem is the people who fall for it. It happens everywhere - relationships, parenting, business. We aren't stamped from cookie cutters. What works for one couple may not work for me. What works for one business may not work for me. But people want the blueprint.
It's all supply and demand. When demand dries up, so does supply. Try finding tools for goldmining in a California department store. You know?