Gimlet1984 - To 'MLM' adherents, 'MLM' shills are seen very much in the same way that fans see famous actors and actresses. After all, the adherents keep paying to watch the shills to act out their own 'success' fantasies as reality.
Emma Cooper has achieved, promotion because she is more convincing, and more convinced, than the average recruiter. She is bubbly, young, attractive and innocent (and healthy) looking, a wife and mother, reasonably articulate, with a vulnerable child-like quality, etc.
British people also tend to trust people with strong regional British accents; particularly Welsh.
In short, Emma Cooper ticks all the boxes for everything that the 'FLP' bosses want of a shill in the UK.
Emma Cooper currently is living the lie that she is the ordinary human turned superhuman and, unfortunately, some ordinary humans look at her, and see themselves up there on the 'FLP' stage or screen.
The fact that the Cooper's were police officers, makes it unthinkable to many people that they now might be involved in criminal activity. This has been another key-factor in their recruitment success.