The quest for 15 minutes of 'fame' which makes people leave their morals at the door.
Example 1 - the woman Rooney was caught with. She's been swanning around thinking she's Grace Kelly ever since and been on countless holidays posing and pouting for the paparazzi. Now she's likely to be in Celebrity Big Brother. Hang on love, you were stopped by the police before you could get your laughing tackle around Wazza's cock! You aren't relevant. Plus who is looking after your daughter while mommy whores herself out to the red tops.
Example 2 - the model who was supposedly kidnapped in Italy but the whole thing smells fishier than a John West tuna canning plant. Moe than likely staged but she's got a page 3 shoot and a 'tell all' book deal out of it which will net her a pretty penny.
What is worse there is a huge part of this population who think this a legitimate way to act which just encourages people to keep doing it.