Rosenberg is martyring himself in order to save Media Matters’ reputation:

The reason for this step is that it disturbed me greatly to see an organization to which I am devoted facing possible harm because of my critical writings about Israel. I have no doubt that the crowd that opposes any and all criticism of Israeli government policies will continue to turn its guns on Media Matters if I am associated with it.

I could not live with myself if that happened — not only because I care deeply about the organization and my colleagues, but also because Media Matters does such important work confronting the lies that emanate from the far right and especially Fox News.

Rosenberg will be launching According to the new site, he will no longer be using the term “Israel firster.” We’re sure he’ll come up with other creative ways to bash Jews. He’s definitely had plenty of practice.