Basically, to summarize, I think she enjoys maneuvering the attention of the public in ways that suits her current situation (or mental state)
Is this not celebrity itself? Being born an heiress, she was forced into notoriety (I know- oh woe!) but she then she manipulated the public to see what she wanted, real or fake, wholly or partially, to suit her needs based on what she wanted at the moment. I feel like that is what every celebrity has to do. Or, every smart celebrity, anyway.