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While the Obama campaign (I don't necessarily credit this to Obama himself) has made amazing use of the internet as a tool, I think there's a reason the text message thing garnered so much attention despite its boringness:
It garnered attention because it touched on an area the press cares most about and therefore they talked about it the most: preferred access. The idea that a vital piece of campaign news would be distributed to the public without using the press as the intermediary is threatening to them. So it was presented with a sense of outsized importance.
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