you said it yourself: it's the internet. no one has to actually read anything! it's an exercise in mobilizing the ranks -- and it doesn't matter around what. it's what moveon exists to do: mobilize for the dems.
recall the kos wankers, all that crap about building the netroots. when the netroots contacted me to support a candidate via my blog, i explained that i wouldn't because the asshole they wanted me to support proudly supported welfare reform a la clinton. she didn't have one clue as to why that was bad, in my view. she just had to know that something calling itself "progressive" supported the candidate, therefore candidate was for progressive things. who cares about the details?!