is perfectly fine. In fact, it is the best thing that you can do.
When you write a blog article, or design a campaign or build a tool after putting your heart in to it, the least that you can expect is appreciation.
Why does it change once you get more famous? Why do you start doing stuff that others expect? Remember that they loved you for what you are. That’s the USP that brought you the recognition, and everyone’s got one. The moment you start delivering the usual, you are creating a market for your competitior.
When the heart goes missing, you have started to lose it.
Side Note: If in your current role, your heart is not involved, just quit doing it immediately.