I have just stumbled across this article from 2014.
http://www.dailymail.co.uk/news/article-2564373/The-hidden-suffering-dogs-bred-cute-Adorable-looks-Cuddly-names-like-Labradoodle-But-trend-cross-breed-dogs-raises-disturbing-questions.html
I wonder if they hadn't been endorsed by big names as above, they might not have been produced in such quantities !