In his victory speech after the smashing North Carolina results came in, Obama went directly after both McCain and the media. "[McCain's] plan to win in November appears to come from the very same playbook that his side has used time after time in election after election," Obama said. "Yes, we know what's coming. I'm not naive. We've already seen it, the same names and labels they always pin on everyone who doesn't agree with all their ideas, the same efforts to distract us from the issues that affect our lives, by pouncing on every gaffe and association and fake controversy, in the hopes that the media will play along."