I'd flip that sideways a bit and say that it's normalized the achievement of success (that is, the end rewards) to consumers / viewers, while omitting the effort to get there, to such a degree that no one thinks to look for or ask "How?"
Everything in the BBC article was pretty trivially verifiable. But most people didn't. That feels wrong.
I'm shocked that apparently no one looked up the supposed Madbird office (edit: except for Gemma, who had been working there already for two weeks!). Has covid really made people so comfortable working at home to the point where they don't care to know where their employer's physical office is? Especially for the people who were "hired" abroad. In my mind, I would be extra careful to audit a potential employer if they're based in a different country than where I live.
90k Instagram followers is all the verification most people need.