Just a quick comment on your Facebook feedback thingy Andrew.
I think whilst Facebook and whatever data gleaned from it, or even targeted articles, posts and ads there, can and does influence voters, raises one's profiles and opinions of certain segments of society, its impact is over-rated.
Primarily because such topics are the ones that will only attract the types of people who are interested in the matter. Therefore you'll get like as you say, 80% of comments supporting or opposing as the case maybe. So you'll go away thinking hey, this is the majority view but in reality it isn't and even if it does by only small margins and that too only for some aspects of the subject in question.
For example I've noticed in certain elections out here in Asia, if you go by Facebook alone, you'll think there's a groundswell of votes against the ruling party and they'll be surely defeated. Then come election day, you find they retained power rather handily. Why is this so? Because Facebook is generally the one place where govts have no control over and hence becomes the 'rendezvous' of opposition supporters.
So while you may have a point or maybe in this instance, it might be correct, I would caution in taking any feedback from Facebook as a given.