Same deal with the T-shirts.   People who may not have ever watched O'Reilly suddenly became aware when they heard this story in the media. Curiosity factor.

When Fox News first started, they parked a huge billboard truck announcing the new channel in parking lot across from CNBC, his old network (and mine too!). The bang for his buck was not in people driving by, but rather in irking his old bosses. Ailes replacement at CNBC was a man by the name of Bill Bolster. Fox News ran ads in the trades talking about how Fox News had "bolstered" it's ratings. A slight "in-joke" in the industry that cost them a few dollars, but the publicity paid off in the long run.

Ailes has a master plan, and he is very good at it. Don't be fooled!