David Brooks:

Data-driven politics assumes that demography is destiny, that the electorate is not best seen as a group of free-thinking citizens but as a collection of demographic slices. This method assumes that mobilization is more important than persuasion; that it is more important to target your likely supporters than to try to reframe debates or persuade the whole country.

Good observations. I agree that there was a soullessness to these campaigns. At least they care what voters are interested in, which means its not totally orchestrated. But they don't want to lead, just sell. They assume the buyers don't really understand the product and there is no point in trying to educate them about it.

RE: its power seems inescapable