In Ohio in 2004, as you say, it was all about using homophobia to get out the vote for Bush. In NC in 2012, the intention is different. The vote is during a primary. The Republican nominee is already chosen. Marriage for gay folk is illegal in North Carolina and there is no organized effort to change that and zero chance of it succeeding. What's the real point of this amendment? I think it is actually the supposed "unintended consequences." The Republicans want to strip all public funding in the state. They are attacking public education, environmental protection, and all public benefits. The intention of this amendment is precisely the so-called collateral damage - it's an opportunity to strip benefits from all unmarried couples and their children. I am certain that the state will go right to work implementing that if the amendment passes.
See my post in another thread about a revealing statement made by the wife of one of the amendment's authors:
http://www.democraticunderground.com/113711006#post6