You know there's been so much speculation to why its happened, how its happened, and all that sort of thing, and typically in an asian culture, there's this stigma of never to reveal yourself physically otherwise you'd be tagged as inappropriate and all that kind of things.
So i think there's never enough for a celebrity to enjoy publicity. There's never too little publicity. So my verdict is that she did it for the publicity. Or at least made a big fuss out of it to ride the media's attention.
Now that its died down, and even with this forum up, looks like its causing a ripple effect. Heck, to be honest, i'm sick of Gillian Chung already.