Doesn't it look desperate when someone pays Facebook to "promote" their new profile pic?

[â–ˆ N.I.C.K. â–ˆ]

Ok it's sad but I have a friend who always likes his own statuses and on top of that he recently changed his profile pic but he paid to "promote/sponsor" his pic and it got over 100 likes and stuff, isn't that just too desperate? I mean I would understand if it was like a business type of thing ut it was just his new profile pic.
I know it's his own stuff and he can do whatever he wants but it just looks sad lol