Always worth pondering when it works, and when, for whom, and how it fails.
"If you’re a top executive, turning up to work on a bicycle is a high-status activity because it was a choice and not a necessity. But if you work at Pizza Hut, turning up on a bike means you can’t afford a car."
Shamelessness is acting without embarrassment and countersignalling is deliberately downplaying because you're so confident you don't need to prove yourself.
Using the example from the article, another person who comes to mind besides Paris Hilton is Trump. He uses countersignalling as a strategic tool, and sloppiness as a Swiss knife. The followers of both Paris and Trump interpret that sloppiness as confidence and authenticity, which is why it's so effective. And to pull off being deliberately sloppy, you need to be shameless.