It's an excellent essay, professionally written by a professional journalist.
McCain says he uses a lot of techniques to attract visitors to his site. However, I find some of these a bit annoying. I suspect the real reason he has a million hits in a year is because of articles like this: expository, well-written, substantive, factual and downright interesting.
If you think you're going to get a million hits on your blog with gimmicks alone, think again. It is meaty articles that will do the trick. Techniques like an occasional cheese cake pic are icing on the cake, but they are not the cake. Without the cake they don't count for much.
My friend Donald Douglas at American Power has a hit count that continues to grow, not because of gimmicks, but because he writes timely and relevant articles. Of course, Pamela Geller is one of the best examples of "success through substance" and she never uses gimmicks. I rest my case.