Will Bunch says it all with his headline: It takes Beck just 55 hours to start cashing in on ‘restoring honor’ to America.

Glenn Beck’s original “I Have a Scheme” idea for his Washington rally that he announced in late 2009 was clearly one that was highly focused on a goal of….making boatloads of money for Glenn Beck. The concept, Beck told a large crowd in the Fox-happy retirement community of The Villages, Fla., was that he would consult a bunch of experts and develop a “100-year plan for America.” Then, after luring a huge audience in person and on TV to watch him at the Lincoln Memorial on what he claims he then didn’t know was the 47th anniversary of Martin Luther King Jr.’s “I Have a Dream” speech, he would roll out new product, a book called “The Plan” that would surely be the Beckian best-seller to end all Beckian best-sellers.

That didn’t happen. Weeks later, the king of all right-wing media pulled a complete 180 (hardly the first time). The rally would still be on the same day and the same place, but everything else would be completely different. The event would be completely non-political, not about policy prescriptions but “Restoring Honor,” with a goal of raising money not for a Beck book but for a four-star charity called the Special Operations Warrior Fund. And to some extent, that’s what unfolded Saturday. Beck used his bully pulpit to urge America to turn inward, toward God as a source of answers, and although most of his aggressive fundraising went toward the massive cost of the National Mall event, Beck claims that SOWF will also reap a large donation.

There is indeed no book called “The Plan” coming out this week.

Nope. Instead, Beck — basking in the wall-to-wall coverage on national TV and the front pages of America’s newspapers — is using that afterglow to roll out a completely different for-profit venture of Glenn Beck Inc., one that could greatly add to the showman’s $32 million windfall that he reaped last year. His plan to stop America from wandering in the darkness apparently involves you visiting his new website aimed at competing with the Daily Beasts and Huffington Posts of the world.