Yes. I stopped watching some folks because of this. Drama queens/kings that try to draw viewers. You'd think after the second or third time they'd figure it out, but no. One of these was getting 650 new subscribers with every video posted and a lot of things are apparent about this YTer that should make one wonder, but people go along with it. The idea of branding factors in at this level, which is, what image do you want your audience/customer to believe about you. It's a fomented perception, usually not reality, so to that extent, branding is promoting a false self, but I think we all know that. We're conned by it every day in politics, religion, sports and consumer stuff, which is a broad range of stuff from this to actors/celebutards to influencers. It's just funny in an odd way how a lot of folks are conned.