The attention ecosystems of entertainment, science, computing seem to favor a model people who are good at self-promoting a particular "brand" of work that really represents the labor of a much larger group of people. This simplification is useful for a couple of reasons: it nurtures the ego of the brand-manager, which almost has to be outsize to play this role. It is a simple enough story for the public to understand, and efficiently creates a large "catchment area" for people to become interested in the brand. And the brand managers can sometimes be good coordinators.