I think she is way smarter than anyone gives her credit for.
Borderline marketing genius. Any time someones name starts climbing the "most commonly searched" list she finds a way to attach herself to it. It gets her more exposure, and more money without costing her a penny.
I'd venture to guess, if she is like most "reality tv" stars,... What you see on TV is all a show. Let's face it, no one is interesting enough to keep the lights on them very long. Create something that people talk about, stay in the lights, and keep rolling in the dough.