Earlier quoted context omitted.
This, http://www.youtube.com/watch?v=PmTUW-owa2w , presumably is the "This Is Phil Fish" video referenced ("talking about Phil is talking about fame"). http://www.youtube.com/watch?feature=player_detailpage&v=PmT... for the tl;dr.
Got a text summary for the phone users please?
Famous people are turned into symbols, and are expected to act a certain way. People stop caring about the fact that they are people.
Famous people are held to a different standard, and their audience feels they are owed something by a famous person. In the case of Notch, for instance, people feel like he owes them his continual support on something like Minecraft, despite the fact that he likes to make little games, and one of his little games happened to explode.
Because people just being themselves on the Internet might result in them accidentally becoming famous, it's not trivial for them to stop being famous, unless they stop being themselves on the Internet.