The ego is the biggest coward. All these celebrities, people in power, wealthy people, i. e. the “elite” acquire and hunger for fame and power to protect their fragile self-image. When you got money or desired beauty or power, you don’t need courage. You don’t need to face fear. You just recreate reality to make yourself look good, and that always, always comes at the expense of needing others to look bad, i. e. the ubiquitous “haterz”. You don’t need values or principles as long as you got social capital.
It’s so insidious, this worship of materialism and inability to see humanity’s potential beyond consumption. If there were no consumers, what would the elite do? Nazi Germany anyone? The British Empire? Stalin?
If you can’t make people eat and drink to death in hedonism, suppress and torture them to death.