Because you are assuming that H&M actually want to reconcile.
Just because H has said this doesn’t mean it’s true and it’s not even clear what reconciliation actually means in practice for him.
Is it spending time with his father in private or attending royal events? PR collaborations or access to £££? We simply don’t know.
We are also assuming that H&M want the same thing. Perhaps H does want a better personal relationship with his family, but M has no interest in this and actively doesn’t want her children visiting the UK?
Again we don’t know and neither who is giving their PR instructions. H&M jointly or one rather than the other?
If they were not unified in this goal then it’s possible for one person to pretend to support a process of reconciliation whilst also actively scuppering it via leaks they then deny (possible but I think unlikely if I’m honest).
Personally I think H&M are simply not very good at PR and can’t understand the ramification of their actions. Their approach is simply very blunt and short term focussed about the message they want to get out “now” without considering the longer term implications. In contrast the RF always have an eye to the longer term projection.