The concept is interesting enough LIPxLIP and their management decide that Hiyori herself needs some kind of image work, whether for protection of their secret or for some other reason the episode is deliberately vague about. Watching her get pulled through that process is sometimes funny and sometimes genuinely uncomfortable, which I think is intentional. Hiyori is the last person on earth who wants to think about her appearance or persona, and her resistance to the whole thing is the best part of the episode.