White, who does business in blue jeans and an acid-washed T shirt, has tapped into an appetite for controlled violence that boxing and wrestling don't satisfy. Riding through Times Square in a limo recently, he boasted about the Tito Ortiz-Ken Shamrock fight (free on Spike TV Oct. 10) and future pay-per-view events. "This thing is only getting bigger," he says. "We're going to be around for a long time." Kind of like bloodstains.