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They don't HAVE to be controlled, but most celebrities feel that they need someone to help them to deal with the public or the press or the fans, and so they hire personal managers who do just that: manage.
simply because they are a role model and people are looking at them up to.
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Someone is investing money in the celebrity's image. They are putting something out under the assumption that they will see a return on it. This is why celebrities are expected to behave a certain way, wear a certain product, speak a certain way, etc. They do what their sponsors want them to do in order to get paid.
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