Not sure why downvoted, I agree. A 'western' and 'outdoorsy' company tends to have conservative customers, I think any 12 year old could tell you that.
I'd rather see unexpected/unexplained trends, things the average person wouldn't already assume.
I think it actually goes a bit deeper than using certain brands to identify political leanings. That was step one, but they also rated users' openness, conscientiousness, extraversion, agreeableness, neuroticism, depression, anger and vulnerability.[1] Then they showed targeted messages to people they decided were right leaning and vulnerable to their messaging.
I'd rather see unexpected/unexplained trends, things the average person wouldn't already assume.