Which is interesting because, while I share the disgust in theory, I don't actually know much about the reality and the one time I have seen it before (I wish I could remember where) it was being used by someone who actually was producing serious content, you know, an actual output other than good feelings.
That said, what you describe sounds like about the sort of cult of personality bullshit I expect enough people to fall for as to be able to support some small number of professional loudmouths.
However, I am not sure thats terrible either. Money talks, basically this is a form of grass roots advertising. What fuels them is the perception that signal boosting has value, and well, that is hard to argue with when you see what major corporations are willing to spend on it.
I dunno, as distasteful as I find the idea of throwing cash at someone to rant for me (I provide my rants free of charge as a public service)...its probably more effective than voting.