lmfao, Stephen Colbert as seen on television is an entirely fictional character. If he's arrogant or stupid or predictable its because he was written that way. Him shamelessly promoting his book is a JOKE. It's satirizing how shameless these talking heads are when it comes to self-promotion (ie; O'Reilly, Hannity, Limbaugh, Coulter, etc..) lol Watch a few episodes of the O'Reilly factor from start to finish if you really wanna understand the joke.

I'm not saying that his schtick isn't gonna wear out eventually...every thing does. It just hasn't worn out yet and it won't as long as blowhard douchebags who think they have the answer to everything are out there