Lipnitskaia has pretty much been crowned the sweetheart of the Olympics already. I can see the media just salivating at the idea of her winning the gold. She's adorable and sassy, which is a great combination for PR.
The media seems pretty uninterested in a Yuna repeat, even though it would be a fantastic achievement. She's not enough of a personality for media coverage.
Oddly enough, I think the U.S. media is firmly behind Plushenko this time around. He sort of pulled a Kanye West. While he really has no shot at winning, any medal at all for him would be like a journalist's dream come true.