I don't think she's clueless or embarrassing herself or ruining her career. I think she knows exactly what she's doing, and it's working perfectly. Every time she does anything she's the center of attention. With every outfit, performance, video she makes headlines. People had stopped caring about her. She needed a major overhaul to get back on the radar, and she hit it out of the park.
Yes, for now. But these types of antics never have a lasting effect. While I don't think she's dumb and certainly knows how to create attention for herself, she seems to be completely living in the moment with her career. JMO.