Online video has proven to be one of the Internet's most disruptive frontier's, shaking the ground beneath the feet of Hollywood and television more than any other. It's taken the power of publicity away from marketing execs and carefully-controlled promotional work and allowed honest opinions to be heard.
I actually think pranks are quite a lame form of entertainment. There are a few internet stars whom I loath for their apparent success (via click of likes) for doing something as shitty as sticking a chilli pepper up their brother's arse whilst he sleeps. JUST BECAUSE HE'S YOUR BROTHER DOESNT MEAN HE SHOULDN'T PRESS CHARGES.
Relatability might be the influencer's currency, but it's also part of the problem. Consumers will sit in online queues for hours to get tickets to Adele's new tour or the upcoming Harry Potter play, but they resent sitting through a 30 second ad in order to watch their favourite vlogger broadcast from their bedroom.