>Fox News and watching the Simpsons on Fox is a more direct analogy. Any problem with the branding there?

How? Nobody gets confused between a cartoon and a news program. They are completely differently offerings, branded completely differently.

Buzzfeed, on the other hand, built up a reputation over years for pumping out lowest-common-denominator trash journalism, then later set up a serious news website under the same brand.

It would be more like if Fox News bought out the BBC and called it "Fox News UK".

The more toxic the news side becomes the more I've tried avoiding the Fox shows. Bobs Burgers is about the only thing on there I still regularly watch.