The Christian Science Monitor has the best analysis of what's going on with Donald Trump's potential presidential run. Short version: It's all business, with a tiny bit of wait-and-see on the political front.

"It's a win-win situation," says Elizabeth Currid-Halkett, a University of Southern California expert on celebrities in US society. At best, the door keeps opening wider toward an improbable run for the White House in 2012. If that doesn't happen, she sees him reaping financial rewards, with rising visibility and a chance to cultivate a wider brand.

"It's very hard to put a precise dollar sign to what happens to Trump's bank account," says Professor. Currid-Halkett, author of "Starstruck: The Business of Celebrity." But visibility on the political stage, "if used correctly, can create new lines of revenue and new entrepeneurial efforts."

The most annoying thing about this Trump candidacy is that once the bottom falls out, unless he commits an egregious act of brand suicide, that marmot-headed motherfucker is going to come out of this richer than ever.