Glenn Beck's 'News' Site Launch Coincides With Weekend Religious Rebranding

The character that is Glenn Beck looks even more commercial as his 'news' website is launched just hours after his followers got home from the DC rally Saturday where Beck became an evangelist.

Before I became aware of his newest subsidiary I had written that he was using the rally to feed his ego and fatten his wallet, so I feel a bit vindicated.

Beck could not get more transparently self-serving and self-indulgent. It's all about exposure - - he's become Paris Hilton, or the guy who jumps out of the stands and runs across the baseball diamond - - and, of course, money.

The comparisons to Martin Luther King, Jr.. are looking pretty weak today.