A fate worse than death, I agree.
Given that this thread is loosely about influencers, I still think that misunderstandings arise here, because some are using the wrong standard to apply when making a criticism.
To me, it is like a Venn Diagram: one circle consists of the conventional mainstream media entertainer (of any type), most of whom live off any kind publicity. The second circle consists of the relatively new online entertainers, most of whom are not in mainstream media.entertainment, and where the attitude to mainstream publicity appears to be more conservative.
In the context of this thread, Dianne Buswelll is from the first circle, and Joe Sugg is from the second. It is how and where their respective circles overlap which I find interesting, since it is a little like the old world meeting the new. the tectonic plates of each grind and can produce the reactions we see here. All this is set against the backdrop of how advertisers as well as mainstream entertainment producers like the Beeb seek to make inroads into the online community for their own purposes, e.g. cherry picking youtubers for their audiences, and how mainstream entertainers/celebs like e.g. Taylor Swift or Strictly dancers seek to harness online communities for their mainstream activities/ It looks as if the online community is still relatively innocent and currently easily exploited.
Therefore, when people criticise Dianne Buswell for being OTT, they ignore her circle of influence. She is not really an online entertainer and did not get to Strictly because of her online presence, which I think we all know was much less than it is now, before she met JS It is fair to criticise DB if she misuses her IG account by failing to disclose her ads, but as far as I know, she does not now do that. Having said that, I think DB is only interested in Youtube and IG as a lucrative. hobby, which might assist her in the world of dance. The online presence is therefore ancillary and her IG is a mix of her social activity and hard sell.
This is very different to JS, who has made his progression on the back of online activity, and who himself said at the start of Strictly, that he doubted if many knew who he was outside the online community (which is not to diminish online numbers) . For JS, online activity is all serious, and to be regulated more cautiously. He has had issues with mainstream publicity in the past, just as DB does not always handle online publicity in an accepted fashion. They come from two different entertainment worlds
My 2 cents