Most of the stars get paid for their inspiration about a certain coin promotion don't be fooled by the exaggerated emotions, a lot of projects now they are using this hype to help them promote the project to more and more people, for example doge coin or Shib Inu it is a meme coin just a twitter line of Elon Musk made these two coins go up in price and it just maybe for a short time.
Paid or not, exposure is still exposure to crypto. However, yes it was a form of shilling if it's about the project itself. Now up to people if they will buy the hype.
When Doge and Shiba for example, make sounds on the crypto-market, others got confused and don't know what are these coins. Still, they ended up buying those as part of taking advantage of the hype. When some got busted and wreck they now understand how crypto should be treated seriously. That's an advantage of being end up wrecked investing in crypto, these people are learning a good lesson and now know what to do next time.