This article has the right facts, but the wrong conclusion.

Shamelessness by itself won't take you anywhere.

Take the Paris Hilton story for example. It was never about Paris, but always about the public. A certain perception of her made the news, so she just played along and amplified.

Same for the Merlin-as-Percival tactic. Don't try it with a bunch of kids.

Since people here like to start companies: it's never about you, your idea or product. It's always about the others, their feelings, their perceptions, and how you are able to play along an amplify.