Around the time when NYT wrote the raving review of Obama's "unprecedented" political ads-in-vide0-games placement, this site also appeared, to much less ad industry buzz (thanks to Brian for pointing it out to me). It's a tool that demonstrates how much tax cut each individual can expect if Obama gets to be the President. Very tangible and very useful. Which, put in a wider context might be exactly a thing that we need right now. In the situation where people consume less physical product, the opportunity to maintain their relationship with the brand is to build a service that has value in itself. It strengthens the brand & builds brand equity even if it does not immediately impact actual product sales. Opportunities are plenty: community, advice, calculators, "how to", guides, housing swap (kidding). Or something like this and this. Good service makes good business. Best of all, even in hard times, people will pay extra for unusual and unusually well executed services (Dan Saffer said this).