The more disconcerting problem is, even if it's a trend and not a fad ... there are still valuation problems with this.
How big really is the market for a celeb sending a custom 10 second video talking about something, and can this entity really control that market? How do they maintain their margins.
Take Social Media for example, it'd seem there doesn't seem to be a massive player that controls how the sponsorship money flows into influencers, and not for a lack of trying.