One the unique things about working as a journalist at a PR trade is the odd way you make judgments. While the rest of the world seemed to be debating whether the media should cover John Kerry's mistake or whether he meant to demean the troops, these are not the arguments we analyze. We look at whether, knowing that we go to war with the media we have, not the media we want, this was the worst possible mistake Kerry could perpetrate. And, barring some imaginative thinking, it was. The media, kicking around some Ney leftovers and Allen-Webb fisticuffs needed some fresh meat. And Kerry supplied it in the plenitude. Poor judgement. Will it actually impact the elections? I don't think so. But it gives the media something to slowly digest until Tuesday.