Social media piggybacking ok??

Hey everyone,
Yet another post about music and e-marketing; This week I was thinking about how bands and artists can use social networking and the halo effect to build a following. There are lots of bands in the Melbourne music scene who piggy back off the success of their friends' bands or bigger bands they now (eg. myspace top friends, online shout outs etc). Of course there is nothing wrong with this at all and it is a great way to get your name out there. However, is it OK to exploit these connections to score better and bigger shows than the bands actually deserve and are worth??

Because everyone in the scene (bands, promoters, venues, punters) has to look after their own agenda, they will simply do what they feel will best serve their own intentions. What this leads to is that there are a fair few bands that are not especially great but have one or two members who have great contacts in the industry (both here and internationally) and are quite popular on social media sites. Their online popularity and known/publicized contacts usually cloud promoters' judgments and they have a clear run at bigger shows. So is it morally wrong for promoters to constantly book bands based on their social media exploits and online friends rather than their musical endeavors???