They wanted the scoop & knew a couple of other outlets had been sent the same docs. The DNC ad was good to go & something had to be done to stop Kerry's bleeding.
Oh yeah, I forgot that the WH gave copies of the memos to all the pool reporters. Scoop is gone at that point. Have to wonder though, why did USA TOday get a package of 6 documents the day after CBS aired the story? Belf and suspenders in case CBS had chickened out?