Step 1: GOP wingnut (is that redundant?) says something offensive, writes a nasty editorial, creates a vicious radio or tv spot.
Step 2: Ad receives widespread coverage and national attention.
Step 3: McCain condemns the ad/editorial/whatever.
Step 4: Chris Matthews and other bobbleheads in the media show off their man-crush for McCain while praising his integrity AND showing the offending ad/editorial on national television.
Step 5: I scream at the television and send another 25 bucks to the Obama campaign.