Apparently Glenn Beck is worried that his Tea Party movement might be getting a little too much attention as you know... crazy. He asked them this week to quit playing dress up and offered his "outsider" advice for how they should show up at those rallies. I guess as Eugene Robinson noted he's hoping not all of America has been paying attention to these wingnuts already where they might be capable of re-branding themselves.
The ironic thing about Beck's advice is that's he's apparently incapable of following it himself. I think that re-branding effort is going to only work among the willfully ignorant of his followers.