I am a rather extreme introvert. Prolonged contact with even friends who I've known for years can bring some pretty intense unease. So this might be the general human desire for oneself to be the One True Model for everyone, but I would go so far as to say that there is no such thing as anyone taking natural pleasure in either giving a three hour monologue or certainly not in being so monologued to. Talk radio, whether the subject is sports, Costa Rican cuisine or politics of whatever persuasion, is totalitarian in itself. Dictators speak for hours on end not so much to give the impression that they are filled with that much wisdom and truth but to make a show of being filled with the manly confidence in themselves that this is the case. It's the same with talk radio shouters. It doesn't matter that they probably are not sincerely filled with hours worth of passionate rage about whatever the subject of the day happens to be, every day. The point is to represent a superhuman ideal of passion, assertion and self-confidence that even their supporters must know isn't actually attainable, but that they feel compelled to admire and aspire to all the same.
It seems that the occasional talk of building a liberal counter to the right-wing radio industry have been mostly given up, good. For one thing the mere existence of a president Obama has revealed their supposedly magic mind-whammy powers as being not so special after all. More importantly than that, fuck talk radio. The medium is essentially rotten and I'll not have any belief system of mine associated with it at any high level.
As a postscript, I would suppose that Limbaugh's recent advertising problems are a longtime coming, but I don't think that it's going to change any meaningful thing. His advertisers for the most part have already been the same shady pill-and-tonic crowd that's been bilking insecure older men since time immemorial. He will always have a revenue stream from those who have no reputation to lose, and isn't sort of retro to even mention the old son of a bitch at all though?