We earlier noted that the press is spending an awful lot of time hyping the so-called Bradley effect and leaning heavily on the idea that Obama's big lead could still evaporate.

We noted the oddity of so many Bradley effect reports sprouting up despite the lack of evidence that it's been seen in America in decades. To us, the press attention seems more like an easy way to inject some drama into the increasingly drama-less campaign.

The latest to tackle to topic is Time and we're not sure whether to praise or mock its effort. We'd mock Time because it manages to join the media caravan detailing the somewhat soggy story:

Politicos are abuzz over the last hurdle Obama must clear in his path to the presidency: a phenomenon known as the “Bradley effect.”

But we'd praise Time because it concludes:

The Bradley effect may be this fall's paper tiger: an old theory re-heated by the media because there's not much left to talk about.

For the record, Time thinks the Bradley effect is just a way for the press to juice up the campaign storyline. So Time then spends time addressing the Bradley effect.