I operate under the theory that all publicity is good publicity, and then, if that theory doesn't work, you just say that any newspaper article ends up on the bottom of the parrot cage. But, of course, you can't line a parrot cage with Internet bloggers, can you?
Fighting in the ring or cage is very much different from fighting in the street. Fighting in the street is very much fueled by anger, pride, and male dominance and ego.