With his celebrity fueled by a Time cover story, best-selling books, cheerleading role at protest rallies and steady stream of divisive remarks, Beck is drawing big ratings. But there is a deep split within Fox between those — led by Chairman Roger Ailes — who are supportive, and many journalists who are worried about the prospect that Beck is becoming the face of the network.

Beck has become a constant topic of conversation among Fox journalists, some of whom say they believe he uses distorted or inflammatory rhetoric and that undermines their credibility.

It’s not just Fox’s sterling reputation that’s at stake though. Several boycott campaigns have scared off tons of advertisers from Beck’s show, so despite his high ratings — Beck’s numbers often surpass Hannity’s and are topped only by O’Reilly’s (who has a better time slot) — he has come to rely on smaller companies and weird shit like Goldline International. Fox has always implausibly claimed that advertiser boycotts geared at Beck don’t hurt the network because the ad time just goes to other shows (odd that, since Beck’s time slot should be worth more money) According to Kurtz though, several large companies have entirely pulled their advertising from network because of Beck, including Apple. Kurtz also says network executives believe they’d get higher ad rates if Beck didn’t terrify advertisers.

Roger Ailes is still a big fan though, according to the piece. Bill O’Reilly is also not above exploiting Beck’s popularity, inviting Beck to co-headline his (unfortunately titled) Bold & Fresh tour, and promoting him on his show. How long can Beck ply his schtick till there are real consequences at the network?