Why give them (and their industry) the respect they so desperately crave by calling them influences and brand ambassadors when the English language already has

Why give them (and their industry) the respect they so desperately crave by calling them influences and brand ambassadors when the English language already has an entire cornucopia of applicable organic words describing this phenomenon. Shill, plant, phoney, stooge, wannabe, peddler. Don't let the marketers win :p