I would rather see a journalist "stumble" upon a story where a celebrity in the silent of life helps others and makes people whole, then seeing a celebrity start a press conference.

There is a time and place for it, and when a celebrity goes by default to the marketing which for them is easy, it has next to no value.

It is akin to in a marriage when the partners say I love you to each other over text while sitting on the couch next to each saying nothing.