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Do you mean sponsors who hire attractive marketing reps, or who hire actual models? (Not that matters...it's not like models are less qualified than non-models.) Hiring attractive reps (male or female, but especially youngish females) is common in all sorts of industries. Some people are significantly swayed by that. Most people are more inclined to business with charismatic people, whatever that "charisma" means to them. (It might be looks, or a common background, or sense of humor, or something else).
At adult trade shows, a lot of sponsors hire temp models to draw people over or to hand out flyers, but they're not reps. I don't know how it impacts the bottom line, but it sure does seem to get peoples' attention.
I don't see anything wrong with any of it. Companies do what works for them. It's unfortunate for uncharismatic people, as their options are diminished, but that's life.
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