[ciropantera]

I feel like people stopped giving credibility to celebrity endorsement in the traditional form because they know celebrities are just getting paid to read a script, so companies had to come up with something that signals a deeper relationship with the brand, and that something is this phony C-level position. The celebrities also benefit from being able to add "entrepreneur" to their Instagram bios. I believe this trend started with Intel and it's "Chief Innovation Officer" (or something like that) Will.i.am a couple of years ago