Sony VAIO may still have to be sold

On June 21st, I attended Sony's launch event where several new VAIO notebook models were released. They also invited celebrities such as Chen Luyu, Li Qian, Lu Yi, and Tony Leung Ka-fai to talk about how fashionable the VAIO notebooks are. This really confuses me - when did IT companies, which are supposed to be technology-driven, become entertainment-oriented? Moreover, if we're talking about inviting celebrities, any manufacturer with financial resources can hire popular ones, but this obviously has a bit of a "buying the box and returning the pearl" feel to it.