This map from the New York Times is eye opening.
It shows the counties that recorded an increase in Republican voting. That is, counties with more Republican votes than in the close re-election campaign George W. Bush ran.
Judging from the geography of these redder counties, it wasn’t because of the economics (most of these voters would have no tax benefits under McCain) and it wasn’t because of social issues (the last election was as profoundly divided on this axis as this one). My only explanation is that tribal identity was enough to get non-voters out to vote.
Every market has regions like this one, every market has individuals like these. It’s not about running for something, it’s about telling a story that may just energize some that don’t want you to succeed.