I think Flappy Bird and other viral things like that are definitely exceptions to the trend, where the creator gets popular because of their product, not the other way around. I think generally the point I was trying to make was that already being popular makes marketing a product incredibly easier.

I'm not really sure what you mean by the more "popular" people have people go in and clean their mess behind the scenes, because the outcome is still ultimately the same in the end.

Good point though.