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While reading an article on Slate, I stumbled across this display ad from the Obama campaign (rather well placed by Google's DoubleClick, I must say). In it, supporters are promised that they'll "be the first to know Obama's VP via email." It's an interesting ploy. For starters, however many millions who sign up would all be the "first." What about the kids these days, who everyone keeps telling me hate email? You can also sign up to receive a text message. Also "first" to know will be campaign followers on Facebook and Twitter — you can put that item in a tech publication's story budget right now. What about the press gaggle that follows Obama wherever he goes? Rest assured, the New York Times and CNN will know long before any emails, wall posts or tweets go out, because the names of the possible running mates need to be judiciously leaked in order to gauge public and media reaction. So the ad is disingenuous. What's really going on here?The Obama campaign just wants your email address — and your name and zip code. That way they can let you know who the vice presidential candidate is and mine all sorts of personal data about you. Emails and phone numbers can be checked against other campaign databases. Everything from your demographic profile to your income range can be determined to better determine the feasibility of asking you for donations, and how much to ask for. Which all gives a whole new meaning to the ad's "personal touch."