Of course they can and i guess that in the same way everyone can - of course assuming that such person have good contacts and enough money for that. It really does not need to be any bad will. Since people are deciding what’s the next “trend” if you overhype something people would look at it differently. 
There is no person that makes every decision survive unchanged to the end of they life. People are changing and so their trends, but the damage is already done no matter how soon we would have next popular topic. 
Hype over hype does not hype me up and same goes to nth variant of virus, nth date of the end of the world or nth theory about aliens … We have had a festival of the hoary old chestnuts for decades and it’s actually boring for many years. 