The timeline actually makes it all a bit stranger: her Mrs Gloss posts, and her makeup hoarding, came after that Guardian article, her very brief time on testosterone, etc. The HuffPo piece where she claimed to be growing facial hair is right around the time the Mrs Gloss posts started.
I don't pretend to be an expert in this field, and there are certainly frauen and herren here who know far more, but even from my outside POV, it seems pretty fucked-up. She amps up the gender stuff when she thinks there's money and/or publicity available, and that's it.
I also laugh a bit at the fact that every time she posts a pic of herself in a dress/skirt/heels she says something like, "Here's a rare sight!" Is it really? Her Facetune adventures always have very conventionally feminine results, too: bigger eyes, longer lashes, fuller lips, a narrower jawline etc.
The real problem comes when people see her as a representative, or - as happened in January - hire her to speak as an expert on gender issues. As with cooking, poverty, autism, and so many other things, she knows nothing, and she's spreading that nothing around and people take it as gospel.