Mostly other politicians are running ads and campaign offices as politicians have done for decades - maybe with a social media manager or two per major office.

Bloomberg is doing that, also at a level of intensity not really seen before, but then also managing a uniquely expensive social media campaign.

Clinton's total campaign was something like $600e6. Bloomberg has already spent half of that, within the span of three state primaries. I would not be surprised if he spends at least that on the primary, and if he somehow gets the nomination, a billion minimum for the entire campaign.

It's unreal.