I'll admit I don't pay much attention to what gets slung at celebrities, so I'll take your word for it.
I think they'd prefer to be called salesmen, or women, but that's the general idea. They take advantage of people who are desperate or otherwise don't care, and the deal's always rigged to the demon's advantage. I don't necessarily agree with the choices, but I still don't think most of the people who do it actually deserve to go to hell. I'm sure some of them do, but they're a smaller percentage than you might think.