Wow, now that is a good word. Hard to parse on a quick glance, probably, but how can you not love the study of truthiness. And is it normal in English to have another suffix after -ness?
Check out the WaPo story here. Linguistics gets only passing mention, and I'm kinda weirded out by the phrase "The college crowd says Colbert is worthy of study …". Sounds like 1950s … getting on toward 'bobbysoxers krazy about Kolbert'.