Because it never ever used to, suddenly appeared out of no where and now half the people covered end up in some scandal losing their sponsorship because in general EVERYONE gets into some trouble at some point, be it a fight after getting drunk, an affair.
Rooney, got his contracts after seeing several prostitutes and banging a grandma, while cheating on his future wife. Then got sponsorship based off being a whiter than white family man, then gets caught cheating on his pregnant wife with prostitutes.
Now you can't understand why I wonder how they decided this was someone who'd be a goody two shoes from now on, nor the simple fact that, despite banging a grandma a few years earlier, they've made a tonne of money with him in advertising, and they would continue to do so. Do you think anyone at all buying the next crappy console footie game with Rooney on the cover now won't because he got caught banging a prossie........ again?