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Web scraping aside
It is, in my opinion, immature, counterproductive and a mechanism that dumbs down the electorate.
It's also not effective in any meaningful sense. "Shrub" aka " (P)resident" George W Bush was re-elected, despite derisive nicknames. "Moscow Mitch" is the longest serving Senate party leader in history. And so on.
I get that it's a yummy snack for a frustrated opposition, but they're empty calories.