bruce turkel, the ceo of turkel brands.i feel like this is the thing that always happens with president trump. if you wrestle with the pig you get muddy and pig loves it, enjoys it. you see people come out and they swing, who is, from a branding point of view, if you're trying to walk away from this, as a, with, i don't know, you know, a better brand than when you started, is james comey better for having written this book and doing this tour? >> well let's look at motivations. first of all, let me be clear. i haven't found an fbi director so uncomfortable, make me so uncomfortable since we knew that j. edgar hoover wore dresses. >> great point. >> that's a great point. >> when you're talking about who is winning, look what they have said. comey is hitting trump where it hurts. he said he is shorter than he looks on tv. talked about his small hands. talked about his puffy eyes. we did the things that we know gets trump riled up. trump called him a slimeball, that he is is not smart. those are generic insults. comey is playi