Yeah, this. Every day we see people succumbing to the lure of monetizing having tons of attention on them, and a distinct brand.

Also, her parents aren't that rich:

Using Sweden’s publicly available income tax data, which is generally regarded as being very trustworthy, makes it abundantly evident that the Thunbergs are by no means affluent elites. They represent, at most, what may be called well-off professionals who live simply in a nice part of Stockholm.