I think that the two of them have been doing this for a really long time and it is more like sport. Yes, they would love to find a lasting relationship, but it's not likely to happen the way they are going about it.
I think that we shouldn't be fixated all the time on the ups and downs of the weekly ratings, of the quarter-hour ratings.
Sometimes if you want to see a change for the better, you have to take things into your own hands.