They will build him up for the great pleasure they will take in bringing him down.
The media did the same thing to Bob Dole. "It's HIS turn" and "He deserves to run" were all media hype. Then they turned on Dole faster than Murtha accepted bribes.
McCain's deaf ears is just further proof he is out of touch with voters. He's a slave of the DC media whores and doesn't even know it.