Legitimate quality doesn't mean she isn't being astroturfed. She went from a literal nobody to the face of a franchise (of which her character was once a small part) and is now talked about endlessly as if she is the most famous girl in the world and we need to know her every move.

Its even more notable because unlike Zendaya she was in a Netflix series instead of one of the biggest franchises in the world (at the time), which makes the obsession with treating her like an icon even more notable.

These can be outside of their hands or they could be leaning into it, but its still happening.