Give me several million dollars and I’ll let you know how I handle it. :)
I don’t really understand the fascination, but people must love to watch the antics of these heiresses. The media keeps focusing on them, the stories get wilder, and people eat it up. It all sort of feeds on itself, and I can imagine that the combination of wealth, young wildness, and constant scrutiny would lead to one problem after another. It only makes sense that some of those young women would be in over their heads.
As for men, no one seems to mind their party escapades as much. They probably go through a lot of the same problems, but it isn’t as interesting to see a man having some kind of scandalous affair as a young woman. A double standard, of course, and not one that’s likely to change.