Back in June, I wrote that "Palin may be McCain's best bet for VP."
This is a bold, risky pick.
The up sides are that she is likable, solidly conservative, a woman who can peel off female voters, and and will add excitement to the ticket. It's also a huge surprise that will crowd out the Obama speech coverage, and represents "change."
The downsides are whether she's ready, whether her relative inexperience will undermine McCain's case against Obama. Also, recently she's been embroiled in a controversy over whether she used her position as governor to fire a state trooper who was in a messy divorce with her sister.
Either way, this roll out was played brilliantly.