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Coulter exists now only as a media animal. She is a professional shit-stirrer. She can be counted on to say controversial things in each one of her appearances, so shows bring her on intentionally, to create controversy and build ratings. Viewers are drawn to the drama of the fight, for various reasons. Pundits go on these shows for free, so the price of bringing her on is that she plugs whatever book she is plugging at the time.
The books are designed to make her a living as long as she is getting the media appearances. She comes on, provokes a fight, and plugs her most recent book. They are also an awesome foil in that when people complain about her viewpoint she can always rely on "Well you didn't read my book," which would be a reasonable approach if her books weren't part of the game and not attempting to actually move the discourse and everyone on the show knows it.
She knows that she is brought on specifically to stir shit, and will say increasingly provocative things, until she's called on them; at which time she can bring loud outrage and the circle goes on.
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