Actually it's McCain that yanked him from obscurity by injecting him in the middle of his rhetoric in the last debate.
Joe for his part has apparently been seeking out the limelight ever since. The notion that he is being persecuted is a trumped up charge by McCain - because a) it was McCain that brought him up, b) it turns out that Joe's original premise about "buying" a business looks like rubbish, c) Joe keeps chasing the spotlight and hired this publicist, and has a reported deal to be a c&w singer and d) has now gone on to spew his apparently thoughtless ideas further confirming his apparently shallow understanding of the issues.
Joe knows as soon as the campaign is over he won't even be an asterisk. His 15 minutes will be up. In short Joe looks to me to have played an active part in promoting and buying into his own caricaturization in some effort to cash in.
And if that isn't enough, Joe is just one letter short of being a Joke.