Perez Hilton is not sorry.

He is not sorry for trashing Miss California for saying marriage should be between a man and woman. He is not sorry he accused Michael Jackson of faking it on the day he died (“Heart attack or cold feet?”), though he did redact his post to remove the cynical speculation.

“I’ve built my brand on being a bitch,” said the gay celebrity blogger. “So what?”

But Hilton no longer just gossips about celebrities; he has become one. Now they gossip about him. No longer the failed actor with his nose pressed against the glass, Hilton is firmly on the inside now. He is a star in his own right, in the midst of an expansion that could secure his status as a tastemaker and entrepreneur, or irreparably dilute his brand.

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