They walk among us, the archetype that cant bear the risk of making the wrong choice convince themselves not to be informed or make one at all.

Others want their suspicions confirmed or to feel better about themselves for their decision.

It's not just about persuasion, but also activation. You can lean one way or another, but that's not the same of actually going out and making sure you're the one to use your ballot. A little more confidence may be the nudge, which is all this late cycle spending is about.