After recently reading "The United States of Arugula", which has several chapters on 80's & 90's "celebrity" chefs, I was reminded that people like Wolfgang Puck and Emeril are more than just celebrity spokesmodels. They fought their way to where they are and earned it. The fact they were personable in addition to being very talented led to their adoption by the various networks and product manufacturers. It's undoubtedly hard to say no to an income stream when you need to do very little to support it. So while it's easy to criticize them today for their ubiquitousness it's just mean-spirited to say that they're hacks or sell-outs (that goes for Rachel Ray, too. I personally find her irritating and that laugh makes me cringe but if there wasn't a market for what she does she wouldn't be a mega-celebrity).