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If you’ve ever wondered how Fox and Friends is continuously the top-rated morning show on cable news, here’s why. The Fox morning crew welcomed UFC champion BJ Penn to the studio yesterday to advertise his new book Why I Fight, and co-host Brian Kilmeade took the opportunity to show off his muscle against the mixed-martial arts veteran. It wasn’t pretty.

Saturday night pay-per-view fights have always been about a certain kind of viewer, and chatter about it used to stay largely between them. But the explosion of niche media means that events like this blow up in the mainstream, hot and bright, at least for quick bursts. The trending “UFC” based topics on Twitter and Google Zeitgeist show that last night’s fight did just that, and is just another reminder of how the web is bringing niche audiences to the fore with a vengeance.