I honestly was not surprised.... though, it seems someone should maybe put a muzzle on him at some point.
His sponsors will. Gotta' hit the fat boy in his pocket. The only way he makes money is selling advertising for his radio air time. Sponsors will use the "withdrawal" method and if he's not careful, go the way of Glenn Beck and lose his contract.
Rush doesn't have a contract. He owns the EIB Corporation and individual radio stations negotiate with it in order to air his show.
Radio isn't like television. Beck was vulnerable because sponsorship is king. In Radio, ratings are king. A few bigger companies might bail on his show, but most of them won't. Every sponsor that bails, another will be stepping right up to get that prime real estate with 20 million people listening.
Let's say that WLS in Chicago decided to dump his show. WIND (the secondary RW radio station) would pick him up in a half hour. And WLS, which has kept Rush on through five changes in ownership, would plummet from being the fifth most listened to station to the 20th.
Now, I think what he said was stupid, but come on, Imus, Howard Stern, Limbaugh, they are in the business of saying stupid things, and getting people to tune in tomorrow to see if they'll say something even dumber.
I also think that Obama has played the GOP masterfully on this one. If he was as skilled at actually running the country as he is at political machinations, we'd be out of the recession by now.