Some social movements develop and the person which is perceived as the leader of that social movement becomes popular. And with popularity come free passes.
Now a smart person will make sure not to use free passes because they know that the populace is fickle, their infatuation too shall pass and as soon as it does pass then the backlash is going to be 100 times worse.
So if they do any media they'll do their best to put a stop to the ass-licking in order to make sure that they'll not be using a free pass.
Then you have those who don't care and instead try to accumulate as many free passes as they can, say because they are old and are projected not live to see the crowd turn against them, or for whatever reason.
Luck is also important. Take Nixon and JFK. One conspired against his opponents and the other stole Illinois. Both are very serious crimes, only one got to live to see the truth uncovered and crowd turn against him, the other is hailed as one of the best Presidents.