from the New Yorker via Andrew Sullivan

This time, though, McCain is collaborating with his captors. By picking Palin he knowingly guided his campaign well over hostile territory and then aimed its nose straight down. Once taken hostage, he refused to speak his captors’ propaganda, but he allowed everyone else to shout it to the rafters. He gambled, all right, but it was in the direction of orthodoxy—for Palin is a creature and an icon of the Republicans’ evangelical base, which came into full possession of the Party this week and completed the G.O.P.’s conversion to identity politics.

Which would mean that if you don't happen to be of the evangelical brand or you're a person of color (and that includes whites, too, just whites that aren't racist)  you flee away from that broken brand.