PWB was likely picked up way before the Fringe anyhoo, Two Brothers Productions, who did the BBC show hail from the same Chiswick Set. Fringe was likely proof of concept after Soho Theatre. Entire entertainment industry in the UK is about the ability to either be connected, or be adjacent to large pots of money to build those connections and do that marketing. I don't attend the fringe because, quite frankly it isn't a fringe, it's an industry drinking outing for London professionals, private school drama groups and the now.... the children of oligarchs.

Entirely on brand. Great article. :o)