This is probably because she is just being used for something. Why do you think all those people in top level sports such as basketball and show business are paid fortunes ? Not because they are so nice, but because they are useful.
There is something with the "goddess" idea (see the thread about Gaga's bizarre connection with the goddess Athena) and this is just one of things IMHO which is in these times. That's why people can't seem to get enough of her.