Playing your own game.

They were not mean, they were not vengeful, they did not look to knock Imus dead in the public square. They wanted us to see exactly who had been insulted and how. This they did with great style.
...
By saying what he said, Don Imus had not just insulted women in this fashion, he had insulted a bunch of wonderful kids. He hadn't gone after Al Gore or Dick Cheney this time, but people's daughters.