Edit: just to be clear, I don't agree with this stance. Just echoing what I've seen elsewhere to try to answer the "wonder why no one tried to get together a bunch of celebs to play chess earlier?" question
Reminds me of skateboarding in the 90s when some skateboarders would hate on newbies who got into skateboarding as a result of Tony Hawk, X-Games, THPS, or any other reason that wasn’t deemed pure or authentic. Now they marvel at the fact that skateboarding is an Olympic sport... Yeah, no thanks to you!
I think every ecosystem at points go through this "elitism" fad when it reaches a certain threshold of members. Seemingly to keep X being a niche they can identify with, instead of something mainstream some people only do for fun.
Point is, not exclusive to chess, just as gk1 pointed out.
ninja edit: The question is there because I want to know the reasoning better. It cant just be this.
I suspect the people most troubled by this new wave are those who use chess as a crutch for their own identity. If chess is viewed as a game for sophisticated, intelligent, cultured, etc, people, then they as chess players are also sophisticated, intelligent, cultured, etc. When that image of chess is threatened then they personally feel threatened.
Personally I'm glad to see the sudden rise in popularity, and don't care who's playing as long as they're having fun and not ruining it for others. (I'm at a master level.)
While watching famous celebs do mundane things is a real form of entertainment, I think it's a bigger leap for those fans to follow the celebs into a game of chess.