"Understand what we do to you. We spend all of our time raising money, often from strangers we do not even know. Then we spend it in three specific ways: First we measure you, what it is you want to purchase in the political marketplace — just like Campbell's soup or Kellogg's cereal. Next, we hire some consultants who know how to tailor our image to fit what we sell. Lastly, we bombard you with the meaningless, issueless, emotional nonsense that is always the result. And whichever one of us does that best will win."
Kimbal founded Project Vote Smart after losing a Senate race in 1986.