Regardless of your politics, this is a very clever bit of propaganda.
Many of the professional commentating class are talking about how the election will be won or lost on a particular gaffe or inspired line, or voting one another onto the list of top political journalists. This all sounds a bit prehistoric to me: what if the best lines come from the voters themselves, perhaps some clever Iphone app which asks you 10 simple questions and tells you which party comes closest to your views, or some bit of adbusting on a party poster which, like many bits of comedy, tells the truth in a much more powerful way than a pre-digested soundbite?
I must confess that the more portentious and knowing the political commentators try to sound (at the moment our TV is so scrambled we can only get BBC, you can join the dots yourself!) the more I wonder how many clothes they are really wearing. It's in the interests of political commentators to portray themeselves as influential - after all, their next pay increment depends on it. I'm sceptical. Yet at the same time there's no point hyping new media as being a big player when we've not yet really seen the evidence.