While Joe will not be in government he is being used as a representative of the floating voter in the swing state. He is worried about the economy and is unsure which candidate will work hardest and do the best job in protecting Joe's business, his home, his family during the recession. Obama telling Joe that small businesses like his would be exempt from paying Health Insurance for employees may be attractive, it certainly seemed to catch McCain off guard, but now Joe is, as the New York Times suggests, a "proxy for all of the country's working people", what is his verdict.
The new star of American politics was instantly interviewed and his words posted to YouTube. For him it was McCain that won the debate and his vote, Obama was a bit too socialist and perhaps parochial with "everything starting at home". But will this be important? If Joe continues to be used as a cipher there is the chance that this unscripted yet articulate small businessman could be perceived as the authentic voice of middle America and so Obama needs to consider how he can win him over between now and Nov 4th.