As picked up by Josh Marshall:
From NBC's First Read ...
McCain spokesman Brian Rogers said this to the Politico about the increased media scrutiny of the campaign's factual claims: "We're running a campaign to win. And we're not too concerned about what the media filter tries to say about it."
Basing a campaign for high office on a strategy of deliberate lies is not an issue of tactics. It calls into question the character of the candidate and his fitness for office.
Check out the First Read piece. You can also read the whole Politico piece here.
Winning is one thing. Winning through a declared campaign of falsehoods---when you are running on a platform of honor and decency---is abhorrent.