That depends on your definition of "worship". We define it these day6s as love and admiration, but the basic meaning of the word is "to give worth", which can be done in a positive or negative way. The Greeks, for example, worshiped their gods but had no illusions about what a bunch of supernatural pricks they were (in fact, they were smart enough to conclude that if there were gods at all, then the only way the world made sense was if they were a bunch of pricks).
Same thing with the Hiltons and Kardashians. People may hate 'em, but they keep paying attention to 'em.