I think some people like participating in documentaries because they just like the attention (not saying this in a bad way, even I would love to be interviewed as a guest on CNBC to talk finance) and don't have any shame about doing LL. So this is just one way they can get in front of a camera and on TV. Remember, a large portion of the world is doing cringey stuff on social media just to get views, including staged pranks and what not. So, I can see how some people who do LL do interviews and documentaries just because it's their subject matter and there is an interest in the media about it.
And surgeons love colluding with such patients because they get free publicity. Just so as to not appear as money hungry doctors, they use euphemisms like "we're helping patients feel like their true self", et cetera, instead of being blunt with "Yeah I need the extra money and this is a surgery I can do safely with my expertise and have so many patients begging me to do it".
This trend will only continue to grow. I don't think any patient who does more than 4-5cm can realistic "hide" this anymore. It would also be a bit morally fraudulent to do so.