Basically, the Internet is just the way now. It's the end-all, be-all of self-promotion. It's not like you got to burn CDs and pass them out or sell them. The Internet is a tool that reaches billions and billions of people. It's like a no-brainer to tie it in with self-promotion, or even label promotion.
However, people need to understand that it ain't that deep to try and convince people of what your persona is. You are who you are, and what you are will show in time. What you aren't can be hidden, but eventually it will come to light. Long story short: rappers should never take themselves too seriously.