Wittingly, or unwittingly, he's a rabbit. In running, this is the guy who can run fast for a short time, but is not expected to win the race. He will jump out to an early lead and push the pace for about 2/3 of the distance. Then he drops back, or drops out.
Bush is the media's rabbit. The media needed someone to push the pace so the other hopefuls will spend a lot of time and money early in the race. This benefits the media in two ways: 1)They will have something to talk or write about for the next two years, and B) the ones who take the bait will exhaust their financial and emotional capital. They will be break the bank and bore the voters. The media is counting on that.
Bush is good-looking, quotable, married to a Latina, and speaks Spanish. His son is very handsome and is half-Latino. This is the media's big, fat, fakeout. Taxpayers, skilled workers, Christians, gays, and African-Americans have already been thrown under the bus. Latinos are now cool. So here we go while the media looks for the next new special interest group. Four years from now, Latinos will join the rest of us under the bus. This is the way they are defining the economy downward. Why else do you think they highlight the minimum wage and fast food workers?