Second of all, I have no doubt that an Atwater-style campaign would have made the election much closer, perhaps even ruined Obama's chances. McCain was just too nice a campaigner, and at times his campaign seemed impotent. The decision to suspend the campaign because of the economy was the worst EVER. In September/October he allowed Obama to make the campaign narrative. He just couldn't distance himself from Bush and he hardly even tried. Terrible campaign.
That goes straight to the Comedy Goldmine.