You've never heard of Goop? Gwyneth Paltrow is HUGE. People buy the things she recommends, simple as that. You might not, but there's several armies' worth of gym-going, juice-drinking women who hang onto her every word.
If I was starting a business just to make money, I'd love to have Paltrow's endorsement. But I'm not wired that way. I value integrity and science too much -- probably to my financial detriment.