TBF there barely was a community when they started. With the likes of Lauren Luke and Michelle Phan they were there at the beginning.They got lucky when they joined the online community when they did .
That said, I think that's why Sam has such an ego about it, as if they invented it. She believe they were the real talent, the creators, the artists and what followed since is cheap rip off and try-hards.
I do agree the whole instagram aesthetic baking and highlight etc that some MUAs roll out is boring, not 'artistic' and all they can do but it still very much has a place. Sam considers that place to be well beneath her but people googling for a video want to see and recreate that, not some editorial/concept look.