I think it would actually benefit these companies more if they gave away their products to members of the public who really need them. They could ask people to nominate someone they know (along with the "follow this account, repost and share" etc. to up the engagement rates) and then pick the winner at random. I think this would be well received, particularly if they went with the pitch of "Times are hard so we will no longer be gifting to celebrities and influencers". The public would appreciate this and it would create more favourable publicity, sales and engagement than giving it to some grasping, entitled zeleb.
I really think the influencer bubble will burst this winter and it's going to be a huge shock to them all.