Dub,
Nate Chinen has some interesting things to say on this topic in his book Playing Changes. Worth a read, IMO.
Another parallel from another genre: It's no coincidence that Leonard Bernstein and Herbert von Karajan were the two most famous conductors of the 2nd half of the 20th century. Bernstein recorded for Columbia and HvK recorded for DG, the two biggest players in the industry.
IMO, sometimes the musicians that the "media machines" promote are actually interesting and worthwhile. Sometimes (often?), they are not. So, I think there is very little (to no) correlation between a musician's celebrity and the quality of their art.
The funny thing about jazz now... People tend to see it as "so commercially non-viable" that there's very little promotion infrastructure, relatively speaking. The majors aren't even playing in our sandbox anymore. Everything in jazz has been "indie-ified."
In some ways that's good, no? In other ways, not so much.