Jeremy Piven is doing press as his 'Entourage' character Ari Gold, which means he's cursing on live TV

Actor Jeremy Piven is doing press for real book from his fictional, obnoxious Entourage character, Hollywood agent Ari Gold. The book, out today, is called The Gold Standard: Rules to Rule By. 

Here's a description of the book, from Amazon:
Ari Gold, after years of dominating the Hollywood agency scene, finally offers invaluable tips and advice on how to be as successful in work and in life as Gold himself.
So, Piven is on a press tour promoting the book, and the Entourage movie. But he's not being Piven; he's being Gold.

Piven, as Gold, was even on the Today show. And he cursed. On live TV:

Gold was telling Matt Lauer about how he gave his "client" Charlie Sheen advice. Gold told Sheen:
"You're crazier than a (explicit)-house rat, you know what I'm saying."
Yep.

Gold even made fun of "actor Jeremy Piven" for doing a PBS show called "Mr. Selfie" (it's Mr. Selfridge):
"Basically Piven ... is kidding himself. If I was his agent, I'd tell J.P., J.Piv to work with Robert Downey and make some money. ... Piven is doing a festival of bad decisions."
Look out!