That's a dangerous mindset, Ruffini warns. "The notion that this is somehow not mainstream enough, that this is somehow not dignified, too cutting edge, too bleeding edge, is just so self-defeating and so illustrative of the problem that I think it must be discussed," Ruffini said in an interview with NationalJournal.com. Former McCain Web staff denied to NationalJournal.com any notion texting was dismissed for being "undignified" but confirmed that it was considered before being disapproved on concerns it would disrupt the rollout of a surprise pick.

The campaign strategy was to "ride the wave of the pop," and "anything that would have mitigated that pop we couldn't do," said the McCain Web staffer. The surprise factor (announcing little-known Alaska Gov. Sarah Palin while the media focused on Minnesota Gov. Tim Pawlenty) successfully drove thousands to JohnMcCain.com, and the campaign raked in $4.5 million in donations from the Web during the 24 hours after the pick, with thousands signing up for campaign e-mails.