I think the media is pushing Rudy because after his issue stances become known he will split the party as a nominee.
I spend lots of time on the various gun message boards and around the 2nd amendment crowd... they hate JullieAnnie. The Republicans run him and they will push the Libertarians to 20% of the vote.
I think it's half that, and half the pro-illegal wing of the GOP thinking they can ram Rudy down the throats of the right wing. Since we took a half-step to the left with Bush, they want another leap leftwards - and with the front-loaded primary schedule, they think money and bull**** alone should be enough to carry the nomination.
And they might just be right. But Rudy would not be able to win the general.