They aren’t just cowards. I think they are self-centered and self-serving businessmen who are using politics to make big bucks. If Rush, Hannity, et al, truly believed in protecting our country and our Constitution above all else they would not be sweeping this issue under Obama’s bus.
Until this issue surfaced, and I observed the reaction of the Big Talkers to it, I truly did trust their leadership and guidance on the issues.
It now appears to me that they're a lot closer to being what you described - self-centered businessmen, looking to cash in on the entertainment value in politics.
The fact that they fail to see the blindingly obvious threat in this issue speaks loudly about what they truly are.