IMHO, L simply presents a more lucrative brand opportunity for her "momager", and she is too young to do anything other than what she is told. Look here. Sit here. Kneel here. Hold pose. Click.
L is clearly being brand positioned as "America's Princess". Not the stuffy UK royals, this is "modern" royalty with "bare feet" and "earth mother" qualities. And of course, the Diana connection. Never forget L's "blue blue blue eyes" or her "strawberry-blond" hair. Always forget L has a living grandmother who has neither blue eyes nor blonde hair.
A&L already have to deal with todger-gate. Anyone who knows anything about middle school knows how cruel kids can be to each other and H&M have provided plenty of fodder. When you add in the obviously different treatment on social media...IMHO, it will all end in tears.