It’s pretty impressive when you read about the sophistication of the Obama campaign. This New York Times article, this Washington Post article, and a handful of others, show how the campaign used social science, and data on individual and group behavior to figure out how to best coax people into voting and donating to Obama.

Impressive, for sure.

But take a step back, abstract from Obama, from party, from the coolness reputation they have. Think about this way:

People in power spending millions for the science and the personal data that help them maximize their ability to sway personal opinion so as to preserve their power.

Should we be creeped out by this? Or by what the Obama administration will do with this approach?