Liddy and O'Reily shows are not near the top of the heap. Neither show is a pimple on Rush or Hannitys rump.
What does a syndicator do when he has two shows that are not doing as well as many others? He tries to come up with a way to increase both audiences is what!! I'll give you a clue. Both of these shows are owned by the same syndicator, and they need an inexpensive way to get more listeners.
The oldest and most tested way is to start a feud between the two hosts. That way some of Liddy's audience will tune in to hear what O'Reily says about Liddy and some of O'Reily's audience tunes in to hear what Liddy says about O'Reilly, Both shows get a bit more audience.