Obama Madness

Somehow, the following has to be read alongside Charles' earlier post.

But I don't really understand this. I know most of humanity is motivated by what they want to believe. For example, people are willing to recognize debts of no legal standing and pay out thousands to erase their carbon footprints. But a bookmaker, paying out a million euros to recognize early what it seems they clearly so desire to be inevitable, an inevitability that is by no means certain....? Surely such a business should be the last to allow such insanity to enter its decisions...
Bookmaker to pay out early on Obama victory | Oddly Enough | Reuters

Or is this just a clever publicity ploy, cheap advertising for a bookie who recognizes that the way to appeal to the fools who make up a good chunk of his customers is to appeal to their politico-religious vanity, to pretend to share, as it were, in the comradery of Obamamania?