Honestly, with "vital center" style journos like Joe Klein calling McCain a sleazebag (
link ) and everyone calling McCain a liar, I think there's a point at which the McCain campaign has to start behaving like adults unless they want to be branded as a unserious, desparate, do-anything-to-win campaign by the media.
I don't think McCain is winning the media war at all right now. They tried to play the refs, it's not working, and instead of breaking off on their high stakes gamble they are doubling down on it. It's really dumb politics, but then again Steve Schmidt is not the brighest bulb in the batch either.