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jorgelito: I would agree that "romanticizing" and "commodifying" Che is a bit odd (and in the latter case, highly ironic). But I would say that about most historical figures.
When I was asking if a comparison can be made to George Bush and his Admin, I was really just asking about the ends and the means part of the equation rather than the pop culture legacy.
That said, I can certainly see why a certain left leaning crowd might view Che with misty eyes. He presents a very heroic figure... an intellectual and a doctor who not only talked but took action. Yes, he was a guerrilla warrior who killed people (it's difficult to call him a terrorist as he largely fought against soldiers). But you can also argue that he was an idealist and a nation builder -- someone who viewed the colonial, imperial and corporatist dictatorships of Latin America and Africa as something that could only be overthrown through armed struggle.
It's the funny thing about most historical figures, they are never black and white. Some of them did some pretty awful things.
For me, Che stands as someone who stands firm against the worst aspects of US imperialism. It's also important to remember that he was a man of his time. I would like to think that if he were alive today he would be working with the democratically elected governments of Latin America that are currently struggling to rid themselves of decades of negative US influence (see: Boliva, Argentian, Venezuela, etc.).
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"My hands are on fire. Hands are on fire. Ain't got no more time for all you charlatans and liars."
- Old Man Luedecke
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