It's called Strategy people.

So how does Keith Olbermann's Ego keep his name at the forefront and garner press while taking a vacation time-off to be with his baseball column and Ebay ill-father. Easy people: start a media feud with a semi-famous sports writer. Unconventional, yes, normally The Ego likes to strike up and bat at a bigger media target, your Bill O'Reillys, Rupert Murdochs, etc. etc. But baseball season is coming up and it's time once again for the Ego to solidify his bonafides as The Sports Authority. So the Ego takes what he can get and it's this punk Simmons. And it's already paying off, see, comparisons to Howard Cosell! Ignore this one. It's from that little pesky website that Dan Abrams runs. All lies. And I don't know what this idiot is talking about, Keith Olbermann's Ego doesn't even own a horse. And Deadspin, just know that Deadspin is run by the same people who run Gawker. They are on the Enemy List. But look, they all mention the greatness that is Keith Olbermann's Ego and that's what it's all about people: getting attention when The Ego can't be bothered with showing up to work is nursing a sick loved one. The Ego particularly likes it when people point out (quite rightly) that Simmons is doomed because to engage in a battle of wits you have to have them to begin with and the Ego is packing people. And obviously Keith Olbermann's Ego has won this pissing match because this little bitch Simmons has already cried uncle.