Colbert was upset by not seeing commercials during the Glenn Beck show. His only choice was to jump for the defense of the Fox News show host. According to Colbert, Beck never said that Obama was a racist and he never compared the healthcare plan to Nazi eugenics.

A great point was made here by Colbert with Sargento pulling advertisements from Beck's show. It really doesn't make much sense as they should have Beck as a spokesman. According to Colbert that would give them a new slogan:

Sargento Cheese: Beloved By Crackers