This is amazing to me:
In spite of clichés about Nascar dads and Walmart moms, the actual share of voters nationally who are up for grabs is probably between just 3 percent and 5 percent in this election, polling experts say. The Obama and Romney campaigns are expected to spend on the order of $2 billion, in part to try to sway this tiny share of the electorate.
It’s reminiscent of the Coke/Pepsi war. They’re trying to get people who drink water for free to buy soda.