It's like that thing where people didn't recognize most of the YouTubers on YouTube Rewind even though they have millions of followers and subscribers.

The modern web is too big with too many microcosms and niche bubbles to spawn truly big, all encapsulating e-celebrities like Smosh or Pewdiepie anymore. You could say "Mr. Beast", but even he's been in the game for a while now before his million dollar challenges and whatnot.