I firmly agree H&M will continue to try to create drama. The problem is they have no money with which to create drama. In fact, they are losing money for Netflix, Spotify, the other podcaster, etc. Dior issued a press release denying that M was in the running to be a brand ambassador then picked the person who played Catherine in "The Crown" as their new face. The days of lucrative contracts are behind them as H&M are a busted flush.
M would never have considered releasing a twerking video in 2020 when her desired brand positioning was adjacent to heavy hitters like Michelle Obama. In 2025, a mere 5 years later, M has been locked out of power-broker circles and is so desperate to break through US media that she twerked. But her views (42 million) were less than a third of what the top 25 insta reels get (over 125 million). And the mockery was so bad she dug up Bouzy to defend her (Bouzy relentlessly trolled Catherine) and pivoted back to tradwife.
It doesn't matter how much H&M try to position A&L against the Wales kids. A&L are the new Beatrice and Eugenie without any royal patina. Media is about money. Youth sells. 50-year-olds rehashing the same old drama does not.
Estranged "royal" USA cousin drama cannot compete with the hunt for the next Queen Consort. And once G's other half is on scene, well that person will be the next media juggernaut. What is she like? Where is she from? Who are her family & friends? What does she wear? Sadly, all the media misogynists will have a shiny new target. Add C and L's other halves, and that is a media wipeout for California.
IMHO, time and the inevitable generational turning trumps all.