I don't have any unique insights around this, but it reminds me of the personal SEM campaigns that Chris Zaharias has been running for political and social issues.
No idea where this all goes, but I wouldn't be surprised if we've barely scratched the net's potential effects on political messaging so far.
Update:
Well that honeymoon with Vox didn't last long. But Mike's still on 6A, just hardcore hosted movable type now with his own domain.