What does "out-Roger Roger" mean here?

On the evening of April 26, 2006, the luminaries of George Bush’s
Washington— all but the president himself— gathered at Cafe Milano,
the trendy Italian restaurant in Georgetown, to celebrate the tenth
anniversary of Fox News Sunday. The party served a more important
purpose— it was an opportunity to genufl ect before the man who had altered
the power equation in American politics. Roger Ailes’s name was at
the top of the invitations. No one, it seemed, turned him down. Shortly
after 7:00, waiters circulated through the crowd passing out cocktails and
cigars as attendees craned their necks to catch glimpses of Cheney, Rove,
and the newest addition to the Bush administration’s team, Fox host Tony
Snow. Just that morning, Bush had introduced Snow as his new press secretary. “Congratulations on your promotion— or maybe it’s a demotion,”
Rupert Murdoch said in front of the guests. Ailes explained that the appointment merely affirmed Fox’s influence. “Ten years ago we could have
never gotten the White House press secretary to come to this party,” he
said. For attuned observers, the party was a barometer of presidential
ambition. John McCain and Hillary Clinton, with eyes on 2008, made
sure to pay proper homage to Ailes.
The party represented a new high point. But the network’s success
was built on ground that appeared to be dangerously unstable. As the
Bush administration’s fortunes turned, so, too, would those of Fox. More
than 2,300 troops had been killed in Iraq with no end in sight. Osama bin
Laden remained at large, despite Bush’s vow to “smoke ’im out.” Hurricane
Katrina, the previous August, provided a visceral shorthand for the
administration’s shortcomings, and its failure to represent all Americans.
The facts overwhelmed Ailes’s abilities to fi nd a story line that engaged
his audience. In the 8:00 a.m. editorial meeting, the talk was getting desperate. “Look at these people,” Fox executive Ken LaCorte said as pictures
of bedraggled survivors standing on rooftops, many of them African
American, fl ashed on screens on the wall. “What, do they think the government is supposed to come bail them out?” Executives shifted in their
seats uncomfortably. “Everyone tries to out- Roger Roger,” a senior producer
recalled.

In the last sentence, what does "out-Roger Roger" mean? Roger is the given name of Roger Ailes.