I've heard of Kris Wilder before. He wrote the Little Black Book of Violence:http://www.amazon.com/Little-Black-Book-Violence-Fighting/dp/1594391297/ref=cm_cr_pr_product_top
Don't let his Karate background turn you off. Karate is coming back into fashion, at any rate, so perhaps people will give him a chance.
With regard to his TV spot, perhaps that wasn't the best video to use to introduce him to what can be best described as a hardcore fight nerd forum. Those simple rules were obviously meant for housewives and couch surfers, not operators.
Little Black Book = Awesome. Definately read it.