WHY is everyone so interested in Joe?

This is what's most puzzling to me about the series - how he always falls in with the wealthy "beautiful people".

I mean, imagine this in real life, especially in England, where that entire circle of friends is obscenely rich and he is just this nobody. WHY would anyone even notice him, and insist that he join their parties and go with them on getaways?

And Malcolm's attention started before Joe saved Kate.