A recent phenomenon has occurred wherein intricate marketing plans are developed in order to lure adolescents into purchasing celebrity-related goods. Some have argued that the idea of celebrity is self-reinforcing and becoming empty: some celebrities are not famous for their actions, but simply famous for their fame and money. For example, Paris Hilton would not be a public figure without her money, but her family's importance has created and helps her be well known and a celebrity. Hilton is a special celebrity; a part of her fame is for doing bad things other celebrities do. People call people like Paris "famous for being famous." Some believe she is doing it on purpose, but in many ways, people like Hilton and other 21st century celebrities are just doing what other celebrities did before.