I'd like to see more realistic takes, like Wild Cards. They could be torn between lucrative day jobs launching satellites, laying ocean cable, oil drilling and actual superhero stuff. There's probably not that many lifesaving situations requiring superheroes except in natural disasters.

Plus they're media personalities - think of the gossip sites!

Wild Cards was pre-web, but Peregrine hosted a TV talk show, and there was at least one paparazzo who specialised in aces (superheroes).

This topic makes me think of two things:
(1) the scenes in the self-parody Batman TV series where Batman and Robin are climbing a bat-rope up a building (SO obviously shot at a 90-degree angle) and are greeted by various celebrities leaning out a window... But looking at a compilation of the bits, I see that most of the celebrities are in character from their own TV shows (the oddest one is Werner Klemperer as Col. Klink from Hogan's Heroes), but it does include Susie Knickerbocker, a gossip columnist of the time.
(2) The "Superman vs, Muhammad Ali" special edition comic, actually a team-up, and according to Wikipedia, only the latest (at the time) of celebrity 'guest appearances' from President Kennedy to Don Rickles. Of course, the crowd in the boxing-match cover was star-studded, with real life AND DC notables.

When a Superhero Universe collides with the Celebrity Universe, the Supers always win. Unless it's in MAD Magazine (which is now a part of DC).

Perez Hilton *IS* Superman!

You've read Milligan & Allred's X-Force/X-tatix run, right?