The McCain campaign's decision to lie about, well, everything, really needs to be understood as more than the outcome of John McCain's consuming ambition. It is a rational and obvious response to the rules laid down by the media. Indeed, McCain's spokesperson Brian Rogers says this directly to The Politico's Jonathan Martin. "We ran a different kind of campaign and nobody cared about us. They didn’t cover John McCain. So now you’ve got to be forward-leaning in everything." And it's true. Earlier this year McCain made poverty tours and offered policy speeches. No one cared, Obama retained his lead. It was only when he began offering vicious attacks and daily controversies that he began setting the pace of the coverage. The McCain campaign learned something important about the media: It's an institution that covers conflict. If you want to direct its coverage, give it more conflict than your opponent. And so they have. None of this, of course, absolves McCain of what he has done. He has sacrificed his honor and dignity with astonishing enthusiasm. He has become much worse than "just another politician." He is a politician who was once more than that, and used that reputation to go lower than the rest. But the fact remains that he wouldn't be doing this, that no one would do this, if the media ignored or censured the behavior. If lies were covered as lies and an allergy to substance was treated as evidence of an unfitness to govern, the tenor of campaigns would lift. These are, at the end of the day, rational beasts, and they hunger for good coverage. THe McCain campaign has found its best coverage comes from its worst campaigning. And so they are following the incentive structure laid out by the media.