I think a number of so-called conservatives are really only playing a role for cash. Ann Coulter comes to mind.
I think she's a true believer. She's good-looking, a Harvard grad and quick on her feet. There's a shortage of these on the liberal end of the spectrum (insofar as doing liberal commentary for the media, anyway - plenty of of smart liberals in corporate America). She could make a living as a liberal commentator. She's just a north eastern conservative, which is another way of saying that she's just not that into social conservatism.