No one—not even the love child of Horatio Alger and Ayn Rand—rivals campaign reporters when it comes to worshipping ambition. In the eyes of the press pack, all behavior in the political realm is motivated by a lean and hungry look at the next office. A prime example is how the media handled two acts of Republican apostasy this week relating to the Bush alumni network and family.

Trip Gabriel reported Monday in The New York Times that former Education Secretary Margaret Spellings had dropped her informal role as an outside adviser to Mitt Romney in an understated protest over the candidate’s policies. Spellings, who had worked for George W. Bush as Texas governor, objected to Romney’s preference for vouchers and school choice over federal accountability standards. Since Spellings is not a politician, publications ranging from Politico to National Review treated her defection as a statement of ideological principle.

That same day Jeb Bush told a breakfast for reporters sponsored by Bloomberg View that the GOP’s rightward tilt was so extreme that his father and Ronald Reagan would have trouble fitting into the modern Republican Party. While a Times story by Jim Rutenberg did refer to friends saying that Bush’s comments reflected “a man free from the constraints of electoral politics,” the standard interpretation was that the Florida governor was adroitly positioning himself for a presidential run if Romney were defeated.

As Brian E. Crowley had fun pointing out in CJR this week, reporters and pundits have long been obsessed with pursuing every silly twist in the Jeb-for-veep denials. But now after Bush’s Q-and-A session with Bloomberg View, all eyes have shifted to 2016. A blog post for New York by Jonathan Chait was headlined, “Jeb Bush Ready for 2016.” Margaret Carlson ended her Bloomberg View column by theorizing that by 2016, the pendulum might swing back enough “that Jeb Bush may yet have his presidency.” And Michael Tomasky at The Daily Beast, using Bush’s comments as a springboard to muse on dynastic politics, concluded, “A Jeb-Hillary match up in 2016 could by spicy.”

For more than a half-century, all paid-up members of the Columnist Guild have been entitled to speculate two presidential elections in advance during particularly slow news periods. All that’s required are standard hedge verbs like “may” and “could.” As Robert Caro recounts in The Passage of Power, pundits, even before John Kennedy’s assassination, were already salivating over a future Lyndon Johnson-Bobby Kennedy presidential battle. An April 1963 New York Herald Tribune column by Roscoe Drummond was headlined, “LBJ MAY FACE BOBBY IN 1968.”

But an outgrowth of this venerable deadline-driven columnist tradition is an unfortunate tendency to assume that every sentence uttered by a once-and-maybe-future politician represents a strategic gambit in a multi-year chess game. Sometimes a remark to reporters is just a remark to reporters. And maybe, just maybe, Jeb Bush was merely expressing his inner convictions—just like Margaret Spellings.

A Shout-Out to HuffPost’s Coverage of Politics, Inc.

In a CJR column two months ago, I lamented that reporters rarely apply their vaunted skepticism to the ways that campaign consultants enrich themselves from the torrent money in politics. So The Huffington Post deserves plaudits for a recent and ongoing series of stories that it is grouping under the heading, “Profits of Politics.”

The inaugural article in the series, by Howard Fineman and Paul Blumenthal, ranked the 10 most lavishly compensated campaign-consulting firms based on the difficult-to-decipher records from the Federal Election Commission. But equally important, Fineman and Blumenthal adopted the correct cocked-eyebrow approach in describing the industry that could be called Politics, Incorporated. They write that rather than just being inspired by a selfless love of good government—or a desire to see their political party prevail—campaign consultants are also motivated by “the old-fashioned desire to make a buck.”

Walter Shapiro just chronicled his ninth presidential campaign. He writes the “Character Sketch” political column for Yahoo News. Follow him on Twitter @WalterShapiroPD.