You suggest there is an important difference between "just bucking societal norms and conventions" and "treating other people like shit", but in practice all too often the entire difference is whether or not you are one of the people getting screwed over by the behaviour in question.
That distinction boils down to thoughtfully considering whether or not an act ought to invoke shame - if you can, in good faith towards others, conclude the act shouldn't be shameful in the first place, then it could hardly be called "shameless" to do it.
Contrast that with acting out specifically because it's shameful, as a social/media tactic instead of a considered moral stance.
I also disagree how the author essentially defined "success" as some sort of follower count. I can't remember how I saw this clip, but it was about Lance Bass' wedding to his boyfriend, and he was talking about it with the Kardashian mom. All the Kardashian mom wanted to know about were what the ratings were for their televised wedding, because that's all that mattered to her. I mean, if that's how you want to be "successful", knock yourself the fuck out. I happen to think it's disgusting and the actual opposite of "success", but what do I know, I actually value my relationships for the people I get to know and care about.
Maybe I would like this essay better if it were titled "psychopathy as a strategy". Psychopathy certainly works, at least from the perspective of the psychopath, but it's not exactly something I want to aspire to.