Cynically, yes, it's a big media ploy. But, what should they do instead? Would it be better for them to immediately crumble when big ol' capitalist America tries to tighten some screws?

Maybe it provides morale for the average Ecuadorian, some faith and pride in their government. I wish ours would sometimes take a stand on human rights in the face of a more economically convenient option. However, I'll admit I'm not very familiar with Ecuador's political climate, it very well could be a hollow scheme.