When Stephen Colbert endorsed Barack Obama on The Colbert Report, he made the distinction that there is a difference between endorsing and supporting :
There are plenty of things out there that you can endorse, but not do anything to support. For instance, in Japan, I endorse a very popular energy drink called Pow Yong Power Jogging now juice. But I would never drink it. It makes you poop Hello Kitties.
You can see it at 4:55