Barak Obama is going to get support from Moveon.org and the nutroots, as well as the NAACP and the Hispanic equivelent. Also, unions are lining up behind Obama, and the media love him more than Hitlary.
They should--he's their candidate in the race. They understand that they can spoof an election, so why not run their own candidate? And what better candidate to represent the media than someone's that all style and no substance?