The problem is that people today have become quite used to taking things at face value. The meat dress wasn't to be weird, and you'd now that if you decided to do some research instead of looking a bit silly. It was a protest statement. Just like burning bras was back in the day.
About Gaga running out of steam - this Album, and she said it on Ryan Seacrest's radio show before it's release - was never meant to be a commercial success. She just wanted to get her story out there and she knew it wouldn't be taken kindly to by critics or the casual fan because of the need to know more about her backstory to understand most of it (like Marry the night and TEOG for example.) For not designing something to be commercially successful, she's done pretty well.
If she'd wanted it to be a commercial success, she would've created an album like TFM with club stomping beats, hooks, and a generic message about some man and how much she wants him to do her.
With Born This Way, she wanted to experiment with sounds and see what worked, and created an album that has a running theme and references itself in the songs - "Holy Fool" in Electric Chapel, Judas - and even in her videos, it's autobiographical, but in the wrong order due to putting out promo singles like a noob. Born This way was the birth, TEOG showed her dancing coked off her nut on the fire escape as she did before fame - she even does the just dance dance - MTN has her breakdown and rise to the top, and You and I is her transformation from whatever she is into whatever she needs to be, or whatever she sees in her fantasy as her ideal superstar being.
Judas... Interscope are silly for releasing that at that point. It could've been huge because it is a typically commercial sound, but the lyrics are a bit too complex of mass appeal. It's actually a very well written song fi you listen to it. It also continues her growth to find the perfect song with that sound that came through the morphin of Poker Face into Bad Romance, and now Bad Romance and Poker Face into Judas.
I'm rambling.
She's shifted a hell of alot of stuff over the past year, more than any other female in her genre. Such an epic fail.
For a point of reference - Michael Jackson's "Thriller" single only reached number 10 in the UK chart. That flopper!
Also, the main reason for the messed up campaign this time around was that her label let her take more control. She basically had the say in where she went and what she did. As a 25 year old that's not been in the big-scale industry a heck of a long time - thats alot of responsibiloity to carry off, especially when people expect it to be as slick as your last album campaign. She did pretty well considering she doesn't have much experience in managing herself.
And that rat faced pile of mess ruined some of it for her, like a poison bint from within just spouting her bull.
Yeah, in conclusion, she managed herself on a campaign with an autobiographical experimental album with free reign from her record company. Didn't go too badly if you ask me.
Her image has been a little out of control, though. She really concentrated on the song 'hair' for her style throughout the campaign. It didn't go well.