The YouTube stars ' rise , viewed against the recent decision of Viacom head Sumner Redstone to cut loose Mr. Cruise -- in part because of his erratic behavior , in part , some suggest , because stars have become too expensive -- illustrates the thesis of Chris Anderson 's book '' The Long Tail : Why the Future of Business Is Selling Less of More , '' which proposes that new technology favors niche products or niche celebrities at the expense of unifying megablockbusters . ''