Madonna has always done these things she didn't just start.
She's smart and savvy that's why she's had a long career (31 years in the business) and can still sell out stadiums all over the world. Stay mad
Of course, she's always been like that. The difference between her and most pop stars is that Madge literally has not an ounce of shame and has yet to meet a line she won't cross for a quick headline.