killme
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He's picking a fight with almost no upside and a hell of a lot of downside.
The more I think about it, the more I think your take, which seems to make sense to the normal person, is completely wrong. The upside is this: he's a hack journalist whose writing ability has led him to a dead end. He's wise to ride the coat tails of Kill's national attention and success. How has the number of people who know his name has increased since this started? Tenfold? A hundred fold? More? By taking on Kill in this way he can achieve way more fame than his writing ability would ever accomplish.