For pure branding savvy -- be tough for any madman. To top Kim Kardashian her brand herself. Has long since -- -- to reality star beginnings in a recent blowout wedding with bold faced names designer... See More
For pure branding savvy -- be tough for any madman. To top Kim Kardashian her brand herself. Has long since -- -- to reality star beginnings in a recent blowout wedding with bold faced names designer dresses and TV rights. Was his business as usual. But now a twist and questions about how the business might threaten the -- here's ABC's John Donvan. Why did Kim -- -- filed for divorce and took the story breaks in the entertainment world today -- was -- Marriage to Chris -- -- He starts and government really supposed to be surprised -- just over two months kept files for divorce from Chris really. This fairy tale is over. Days. 8:10 this morning a Los Angeles courthouse Kim Kardashian improve recruitment -- Files for divorce 72 days after seeing her nuptials. In a televised broadcast on the it cost tens of million dollars tree which -- out -- -- 130000 dollars per day that she and pro basketball or Chris Humphries today -- man and wife. And though on the program they said it out loud -- and all my love for you -- -- -- It seems that they won't. Law after careful consideration I have decided to end of my marriage Kardashian said in the statement. I hope everyone understands this was not an easy decision I had hoped this marriage was forever. But sometimes things don't work out as planned we remained friends and wish each other the best. His statement said simply. I'd love my wife and am devastated to learn she filed for divorce. We heard that can't really wanted to -- where she really thought that this is it for her this is her fairy -- wedding. But Chris -- did not put any effort interest. This is big stuff for some people like those in New York City keeping vigil this evening outside -- of the -- -- in several retail outlets. But really a surprise when you consider the pattern we have to show business weddings. Jennifer Lopez and Cris Judd for months Mario Lopez an -- Landry few weeks Britney Spears and Jason Alexander. 55. Hours but with all due respect to what are quite possibly the genuine feelings of the bride and groom and divorce is never easy and it's her second. Isn't really unreasonable to ask whether maybe divorce was in the script to a long. Consider a sex tape -- famous big scandal big fame followed by big money. With the modeling jobs and the acting gigs a perfume line -- election this news center. Magazine covers and all of it predicated all of -- predicated on enough of us giving up from a this. No -- no -- here's the thing though happily ever after. -- divorce. Opens the door to whole new chapters so wasn't in the script. All along. You can. Have kids which is always an interest -- plot point her reality show. And a divorce is obviously an interest -- plot point. People like drama reality shows are about drama -- as -- nobody saw this coming I think everybody saw this coming I think Stevie Wonder saw this coming there's lots of cynicism and doubt about the marriage to Begin with. Yes this is no big surprise. Come -- they were dropping hints all over their reality show Keeping Up with the -- there was that awkward conversation about her not taking his last name I. An -- well there's definitely reason different routes linking. Four years ago -- sold clothes in a boutique in the some now lake all the sudden you're miss princess. You really getting into them with one -- -- work I think -- every. -- -- -- my -- even the business decision he understands that they're not the problem for me. Well then maybe we have a problem. And there was the sea where Kim's sister Chloe who has her own basketball player -- is all but predicting a -- That's great but. Her nickname is an Elizabeth Taylor had just been. -- maybe it is all real and if you give a hoot about this. That's probably worth more to him than even her best way to -- I'm John Donvan for Nightline in Washington.
This transcript has been automatically generated and may not be 100% accurate.