YouTube is similar to MTV in the 80s in terms of appeal and sophistication. Thats why anybody who is big there will not be considered a "real" celeb by people who dont have a clue. But dont be surprised when you see the channel DisneyCarToys advertising the new Disney movie (they already do). The amount of influence these channels have is inmense. Most people dont get it (including so called smart business people). Media as we know it will not exist in 5 years.