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I think part of it is that her earlier life is very much captured in the classic photo where she has her arms up in a V after the decathlon. While not a groundbreaking photo, it's iconic of the era and representative of the event which greatly defined the next decade or two for her.
I could see the desire to try to make a daring and iconic photo to anchor this new episode in her life as well. She's lived most of her life in the public eye, so having it be a magazine cover (much like the Olympic photo) isn't a big surprise to me either. Time will tell if it succeeds or was even a good idea.
Not saying I approve or disapprove, but I at least see how she got to this decision (or my interpretation of how she got there).