FB/Twitter plays part of DECLINE in ratings/PPV buys?

[Blakeamus]

Caught a blog from Joe Dombrowski on Facebook where he ranted on the Do's and Dont's of social networking for Pro Wrestlers. Interesting read. But then he added a piece that Dave Meltzer wrote -

"I was in a discussion yesterday with the head of a major promotion talking about how that every major company (UFC, WWE and TNA) that has embarked on usage of twitter and Facebook has ended up having their key business metrics (ratings, PPVs) decline, while the former two bring in literally millions of fans. There is a reason why. Stars killing their aura as stars. They get people to talk about them, but they also make people less want to pay to see them because they come across like they aren't stars. Not saying some people don't come across as stars or it's a negative, but the ones that do are the minority."

What are your thoughts? Do you really think using Facebook/Twitter ends up killing their aura as stars?