Assuming with article is sound, which preliminary info suggests it is, this is HUGE from a social/political perspective.
Millions of people -- our friends, family, and neighbors -- read 'O' and are now likely to have a much more realistic view of what we are dealing with. Those are the people who affect our everyday lives, who will sign petitions, who will donate to research. We've been, necessarily, focusing on the science and research funding arms of advocacy, but this is another extremely important arm if we are going to make any progress.
If you have any doubt about the importance of the view of the average Jo/e, just look at how much effort the BPS people are putting into propaganda to turn the general public against us. They know the value of having Joe the Plumber for (or against) you.