My perspective on that has changed since I directly see it happen to athletes I know, coach, and love. Not going to lie - I used to be convinced that the famous cheerlebs deserved much of the scrutiny they got. I probably said some snarky things that I now regret.
Witnessing some of the "cheer-famous" athletes firsthand, I simply don't see them actively trying to bring more attention to themselves. If you mean them saying "yes" when hired to model, being on the cover of magazines, etc. most of the time they viewed it as being great exposure for their team/gym more so than getting themselves more twitter followers. Most would probably turn all of that down in a heartbeat now that they see the result.
I am not saying that everything they do and say is perfect by any means. However, I get the chance to witness the behavior of many teenagers, and the ones that are the currently experiencing their proverbial "15 minutes of fame" are much more humble and gracious about it than most teens would be. Perhaps I am blinded by the fact that I have known those athletes for years, but they mostly have done nothing wrong in my estimation.
I would like to commend their teammates and gym-mates for stepping up to help the situation as best they can. It would be completely natural for them to be jealous or resentful of people that are getting a much bigger share of the attention than they are. For the most part, their teammates are simply being defensive and protective of their friends. (I probably helps that they also get to see the huge downsides that being "cheer-famous" can have.) It would normally have a tendency to cause rifts or divides among a team, but luckily, it seems to be actually unifying them and making them stronger.
I don't expect most people to understand, agree with, or even feel any "sympathy" for the kids in their situation. I admit that even as late as a couple of months ago I wouldn't have myself.
We wouldn't even bring it up if it weren't for the fact that it is getting to the point where it feels a bit dangerous and affects our ability to function normally at competitions.