That bookstore across Broadway with tables of discounted books makes it's political feelings easily known. Stacks of Obama t-shirts sit next to the  book tables. A huge "Bush's Last Day" sign takes the subtitle spot at the top of the storefront. And inside there's plenty of anti-Bush, pro-Obama memorabilia - cups, mugs, and hats. On election night, Morningside Bookshop owner Peter Soter shared some  personal insights - beyond the t-shirt slogans - with CubPub.

Soter made clear that, even though he likes Obama, the heart of all his political merchandising was his dislike for Bush. As far as the election was concerned, he was happy that no matter who won, Bush would be gone. He felt that this - Bush's unpopularity - was the real root of Obama's momentum.

His experience emphasized just how powerful the Obama craze has been. When he started selling political items, he put out Hilary and Obama materials. He was shocked himself how much better the Obama items performed, even before the primaries had ended. While Hilary had 15 items left over from the first order, Barack had sold 2200 items, requiring multiple orders.

And he felt the same way about the two competitors' books. Hilary's book - "A Living History - he said was a tired story that everyone already knew. But for Barack's "Dreams from My Father," there is mystery, "we don't know the story yet." No wonder Obama was placed in the top 40 of Amazon Bestsellers - before he won the election.

And Soter had some prophetic insights into why McCain was set to lose that night. "He should have run against Bush from the beginning," so that he could be the "real Republican."From the beginning, "he hasn't looked like himself." Soter claimed that the Palin pick is the worst example of McCain 's hesitance to run from Bush.  McCain picking Palin, he said, would be like a "Columbia student going to college for four years and then all of the sudden joining the army because some of his friends were doing it."