So, observing some of the most celebrated characters in the so-called “conservative” media (most of them aren’t conservative, at least not anymore, but are just living off the brand, like a McDonald’s that got closed by the health department), I see a few business models at play.

1) The Racial Provocateur. These are the guys and gals who understand that there is a market in America for people who really want to see other people say things they think they’d get in trouble for saying themselves.

These personalities know where the line is and dance on it without specifically crossing it. They’re like dancers who do the moonwalk across the DMZ. They know what will get them fired and stop just short of it, while managing to push the line further and further north.

These people know that there are people in their audiences who REALLY want them to say a certain word that begins with N. They won’t go that far (yet). But they’ll try, in plausibly deniable ways, to give the people some of what they want.

And the logic is that when they say something outrageous and highly inflammatory, two things will happen that are both good for them. First, the racists will love them even more and watch even more frequently. And second, people who hate them will, for some reason, watch too.

2) The “Black Friend” Profession.

Every Racial Provocateur needs a “Black Friend.” Because plausible deniability is the key ingredient to being a successful Racial Provocateur who doesn’t get fired and doesn’t scare off the people who believe them when they deny being racist.

The “Black Friend” is not a black person who is conservative. A LOT of black folks are conservative. The professional “Black Friend” is a person who constantly goes out of their way to cover for, agree with and repeat the talking points of the Racial Provocateur.

The Racial Provocateur will find some roundabout way of saying something inflammatory, like black people are lazy. And then the “Black Friend,” like an army buddy leaping on a grenade, will pop up at an instant and say “Yes! We ARE Lazy! Especially the liberals!!”

And just like that, the Provocateur has a thin cover for his or her rhetoric. “How could I be racist? My black friend here agrees?”

Meanwhile, they get paid. The racially resentful members of their audience feel justified and wanting more. The other side gets mad. And so on.