Now, I don't fully agree with the rule that positive qualities always need to be bought. There are some that would require a lot of work to acquire, sure -- one of my players is working on gaining the College Education PQ, but she's actually using her downtime to take classes, and it's filtering into her roleplaying. Yes, she's going to have to pay Karma for it, eventually, but this makes sense.
There are other situations where requiring Karma expenditure just doesn't make sense. Let's say, for instance, that the team finds themselves in Los Angeles for a while. They figure, while they're in La-La Land, they might as well play it up a bit. A few bribes and hacks later, they've gotten themselves P2.0 accounts. The face plays it up, coaches the others on how to climb the social-networking ladder, or at least enough to stay on the network in the first place.
Then they get hired for a job, and it turns out to be one of those public-spectacle types. Like chasing down a notorious drug-pusher, and going to town on him with Fichetti Pain Inducers. Or they do something outlandish, like steal a helicopter and land it in front of Grauman's Chinese Theater.
Regardless of how they do it, they do something really public that is clearly shadowrunning. Given LA's fanboyism of the biz, they're instant celebrities. Their Pito scores instantly hit double digits, and their media saturation, even if it's just for a week, borders on becoming a meme.
In a case like this, I'd give the runners the Fame quality, at the "local" level. It would make sense -- but charging them Karma for it wouldn't. They weren't actively seeking the PQ, just doing biz; their location, and the circumstances of the job, put them in the spotlight. They might also lose it if they don't work to make it stick.