I'm quite impressed that Chezza has managed to maintain a whole PR campaign for several months on the speculation of whether she is pregnant or not by what she wears and angles of photos. Considering it's taken her through the debate of whether she would be on X Factor, possible music that hasn't happened yet and now her perfume, it's been very successful to keep our attention.
Every quote given to the tabloids has ensured no answer is given - particularly from best mate Kimberley who quite happily announced her pregnancy,
But with Cheryl, she does need the story. She also needed the connection with Liam quite obviously (and yes, 1D are still under the same management as Chezza) - but he looks like a deer caught in the headlights whenever he is with her so I doubt very much he is the dad even if she is pregnant. He certainly looked a lot happier hanging out with his DJ and producer mates in LA and Las Vegas.
But as we are still speculating, and she is getting on the front of tabloids and able to sell her perfume, she must be very happy.
(I have no idea whether she is gay/straight/pan/bi or whatever! I don't really care on that part but I think she is playing the PR game and the public is skipping to her tune by joining in the speculation)