The brightness light isn't the loudest
Today's celebrity culture has made it hard for people to recognize the difference between what is useful and what is most visible. What makes it harder is the opinion that one has to be visible to do more good. This could stem from a misunderstanding of the concept that it is not sufficient for good to be done but good must be also seen.
And neither the extent of the visibility has a consistent correlation to the value of the good being done. But the confusion has led to desire to inflate the visibility of the do-gooder in tandem with the good, placing as much value in it as the deed itself. Coupled with the phenomenon of popular being the cause of popularity, visibility takes the front seat in place of the good deed itself, obscuring it in the back seat.