> This feels like the start of something very bad - they are going to be upfront about the deepfakes... others are not.

Well, something really bad is definitely ahead with fake videos (as if real videos, with significantly meaning-changing omissions made with the plain old cutting process weren't bad enough) and people with high visibility creating awareness by doing it in the open is the closest thing to a defense that we have. It's a hopelessly weak defense but better than nothing.