From Erick Erickson at Redstate.com (and “rich idiots” is right):
When consultants told rich donors who were funding them that they were not making money off the Super PAC’s that the rich idiots . . . er . . . donors funded, they were being honest. They probably were not.
But ad heavy Super PACs outsourced the ad buys, the mail, the data collection, etc. to other groups that got commissions and you can be sure that a lot of these supposedly noble consultants working for free were making a killing off of commissions, referral fees, etc. through their relationships with the commissioned vendors doing the actual work. Read this old post of mine for a sampling of how these consultants can make money without actually making money.
Just as important as making money for these guys was control over the data. In fact, in singular importance this campaign season has been the buzz word “data.” But what the hell is that data and why is it so important?