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Actually, Colbert's been asking for an iPad from Apple this whole last week. Every show, he'd work in how he wants--nay, deserves--an iPad.

... which might just as well be part of the PR :P

Perhaps, but it's also part of an ongoing bit. He did the same for the iPhone.

It might very well be authentic, but for some reason I'm a cynic when it comes to big business and advertisements.

I'm not really sure if he really wants one or just makes fun of the hype. Apple gave him one, so they think he really wants one or they dont care.

"I'm not really sure if he really wants one or just makes fun of the hype."

Why is there an 'or' in that sentence?

Colbert loves attention. He may or may not be genuinely excited for the iPad, but I bet he's more excited for the press it generates.

The ongoing bit could have been part of the PR too.