You know that whole Bill O'Reilly and Keith Olbermann rivalry that has the two foaming at the mouth on pretty much a nightly basis? Seems that there may be more to it than two giants egos attached to two giant heads. Howard Kurtz has a long and winding column about the feud and how it's pulled the boardrooms of NBC, GE, and News Corp. into a schoolyard-like battle of whining, taunts, and tantrums.

It's a familiar fight: Olbermann makes fun of O'Reilly who retaliates by claiming that GE, because of its business relationship with Iran, is responsible for killing American troops. GE, obviously, doesn't like this, so NBC honcho Jeff Zucker calls News Corp. Chairman Roger Ailes and asks him to put a lid on O'Reilly. Ever-bitchy, Ailes says only if Olbermann stops his attack on "Fox Noise," and adds that if the attacks continue he will unleash O'Reilly on NBC and sic the News Corp.-owned New York Post on the network, too. Predictably, no one has backed down and the release of O'Reilly's decades old blow-up has only given Olbermann another chance to prod Papa Bear.

Expect swift retaliation on Bill-O's part. We're quite sure he hasn't exhausted his attacks linking GE to Iran and thus the desire to kill Americans and destroy Israel. But just in case he's looking for some new material, he could always go after the company's long history of environmental and labor misdeeds or its ambitious attempt to go "green" (Commies!). Of course, NBC might prove the easier target. The network is practically begging to be be eviscerated with its summer slate of unbearable reality shows and the recent announcement that Jimmy Fallon will replace Conan on Late Night.

As you can see, the pickins are pretty easy on both sides. As long as Bill-O keeps being Bill-O and Olbermann keeps giving him reason to attack GE and NBC—neither of which will end any time soon—there won't be a cease fire. Not that you wanted one.