The media never saw any valor in Bob Dole or George Bush 41's military service (in enemy fire) over Bill Clinton's "I loathe the military" dodge.
The media has tried to bury Kerry's post-service Vietnam War activities. Activities that could leave him branded a traitor (unfit for the presidency); lying/promoting propaganda to demoralize the troops and provide aid and comfort to the enemy in a time of war. Then there are his war crimes.
The staffers at the Kerry Campaign need to realize that Benedict Arnold was a hero to both sides of the war as well. The big question is, "how did you finish out the war?"
George W. Bush has never tried to play up his Guard days as evidence that he is ready to be the saviour of all humanity as Kerry has done, based on his four questionable months in Nam.