Why does the media want to completely destroy poor ordinary Joe the plumber?

I say it wouldn't matter if Joe was Republican or Democrat. He's just a "regular" guy the media decided to make into a celebrity. Now that he's a celebrity the media will run him into the ground. What people need to realize is that this would have happened it the tables were turned and Joe happened to be a Democrat. It's what the media does. Joe will be forgotten soon enough.