Fox News -- particularly O'Reilly -- have always been quite savvy at "punching up" -- that is, targeting entities that are well above their accepted station (i.e. their current debate with GE). Does claiming to be engaged in a "fight" with the White House serve their purpose? In terms of pleasing their audience it does -- just hear the rabble rousers yell to their democratically elected representatives that they want their country back. From a publicity standpoint it's a genius move -- evil genius maybe.