It's hypocritical for her to sing "Born that Way" at all. You already mentioned that she tried to make it under her own name and wasn't as well received and resorted to changing her image. Clearly she wasn't "born that way" and it is a gimmick.

http://thatguywiththeglasses.com/videolinks/teamt/tis/tpsr/30877-ep-20-firework-vs-born-this-way

I saw this and thought he hit the nail right on the head.