Much of the Lincoln Project's influence is on social media and I am concerned that many of their messages border on preaching to the chior.
I notice the Trump campaign is going hard after TV watchers in the evenings here in Ohio and I think that could have an impact on the mass audience of couch potatoes, even with the outright lies in them.
That could be an issue (although Turmp is often his own worst enemy), and it highlights a problem (and why the people going "remember these people are shit!" might be working against themselves), in that, it means that say someone like Bloomberg can't partner with them and put up the money to flood their ads on TV.
I think that Turmp does more harm than helps himself though, and the more lies he resorts to trying to sell, I think we might see TV networks start to refuse to air his ads, and so he'll end up preaching to his choir as well. Arguably that's what he's been doing.
I think Lincoln Project is taking the route they are because of two reasons. One is practical, social media costs them little to nothing for the exposure it gets and there's plenty of right wingers on social media. The other is that it gives them ability to respond quickly, and put out tons of ads, with different ones resonating in different ways. They can put out targeted ads and pay to air them right at Turmp. Social media enables highly targeted ads (so in some respect they're using what Turmp and the Russians did in 2016 against them). Plus it provides inspiration for the Democrats and the big money on that side to run TV ads.
To a certain extent, the preaching to the choir you're seeing I think is a good thing, as it indicate there's lots of Republicans sick of Turmp and the party. And I think the people pointing out who they were (maybe still are, we'll see), are ignoring that its not just Turmp they're after (although he's certainly what has galvanized their efforts). Essentially I think we're seeing them in a transition phase. I'm not sure what that means, if they'll push Republicans back towards the center, or if they'll ultimately abandon the party and instead hold the Democrats back center. Maybe both, as they are saying they're Republicans but are saying to vote Democrats in (not just for President). We'll see how things go from here.
Personally some of the criticism levied at them, I frankly don't get. Its acerbic, but its not necessarily wrong. Like the anti-vaxxer Tweet. Their point being that level of stupidity is that serious because its endangering everybody. Plus, they're just pushing right wingers' rhetoric right back at them, which in my experience is how you reach them.
If the anti-vaxxers really want to spread their own brand of social disease all they need to do is get ahold of Trump's base because those folks will believe just about anything so long as they think the liberals/socialists are behind any kind of effort to promote vaccinating our children as a preventative measure.
They have been doing that. Anti-vax used to be pretty sparse and was mostly prominent in pockets of extreme leftist circles. But in the past decade, as conspiracy thought permeated the minds of right wingers, its largely been targeted within them.