Celebrity chefs have been around for some time now, but they seem to have exploded all over the place in the last decade, mainly through food related TV shows.
The restaurant food world is becoming similar to the world of fashion. There are the actual restaurants, most of which are too expensive for the majority of the population - people without generous expense accounts or oodles of money - other than for a rare treat. These are the couture studios (as in real couture, not 'couture' as it's used to describe anything that's not a plain t-shirt these days) of the food world. Then you have all the merchandising, from cookbooks to dodgy cookware to frozen dinners bearing a chef's name. Those are the perfumes and bags and H & M special-designer label lines of the food world.