Counterintuitive Marketing?

Based on looks, I guessed someone like Al Franken or Michael Moore wrote this book

But no its by Glenn Beck. I'm really not that familiar with him- just know he's one of the cable angries. What I am interested in is what went into the decision to picture him on the cover of his book in a Nazi-looking uniform with the word "Idiots" under his face. Clearly he thinks that others are the idiots (or socialists or nazis or something) but the picture tells a different story. I thought the folks from that side figured out with Ronald Reagan that pictures and symbols are more important than content (I think it was Deaver who said, he didn't care if the networks all harangued Reagan on the nightly news as long as they showed pictures of him looking presidential ).

Maybe its a sinister conspiracy of the other team in the publishing industry or an inside joke I don't get?

Enquring minds want to know.

Postscript: Apparently its a "Red Guard" uniform but I don't think any but the true believers will notice and even if they did, it doesn't seem to make it much of a better image.