It's simple as this, Rick Santorum appeals to the less educated,
extremely conservative and more bigot minded segment of rural America, which is largely dominated by Born again evangelicals, who as the article points out have a misguided
view that that Mormons aren't Christian, and in their misguided bigotry seem to be voting against Romney based upon their religion rather than for a good candidate who can win the general election.
For a straight - up full reskin takeover campaign on a fairly popular games media site, you're looking to spend (at a
conservative estimate) around $ 4CPM (cost per thousand
views) which could run up
extremely expensive costs on any given month for a popular website.