This is because Obama went on a world tour with hand picked media, ala a president. He requested locations to speak, and were reminded by foreign governments that he is not president. He calls his travel jet O Force One to try to remind us he should be president. Within this commercial it was noted that Obama keeps absconding with the presidential imagery including a faux seal.
Well it turns out Obama realizes that in another media puff piece from a few years ago, Obama noted his own vapidness.
The media keep calling Obama a rising star, a rock star, and other phrases to try to build him up. They keep trying to give him momentum and build support for him due to their own biases. When Republicans are smart enough to note the process, the media goes nuts trying to cover their own rear.
"Andy Warhol said we all get our 15 minutes of fame," says Barack Obama. "I've already had an hour and a half. I mean, I'm so overexposed, I'm making Paris Hilton look like a recluse."
They don't even realize that one of the reasons McCain has gone negative is because it will finally yield some coverage that they have been refusing to give him. They won't cover him in front of a podium speaking about his energy plan. However they will cover whether an attack on their beloved messiah is "fair" or not by their own reasoning. The McCain ad was given loads of free air play so that the talking heads could discuss how mean or unfair McCain was afterwards.
So McCain has the choice of continuing to just run as a candidate, where he gets no coverage due to bias, or he can attack and finally have that attack covered while the biased media ponders how someone had the guile to question their messianic, once in a generation, change agent.
I say get to attacking. It's better to be heard than to be ignored.