This type of thing doesn't happen overnight, though. If you were offered to be 'cheerleader of the month' or whatever, would you turn it down? Probably not- it's you in a magazine, a fun photo shoot, scholarship money, etc. If someone said, here have some free shoes! Would you say 'No thanks, I'm good.' If someone said, 'Here's a video of you being awesome!' would you say 'I don't want to look at it, ever.' Now add that all up together, and suddenly you realize how we're down this road..These girls/guys weren't walking the street one minute and offered millions of dollars the next.
It's the slow build, the hours that you're suddenly needed to do photo shoots and meet and greets and appearances (when all you want is SLEEP and friend time), the crazy stalkers that want to know everything about you, the one day you blink at somebody wrong and everyone tweets about how you're the Devil Incarnate.