“Some people act like polling is just a commodity. You buy it for as cheap as you can get it. We can change that attitude,” says Miller. “I very much hope that sponsors of surveys will use this resource to judge where they’re putting their money. If the money continues to go to operators that aren’t transparent, that will make this only a feel good thing. If the money goes to organizations that have been transparent, then this will work. The people being transparent hope this will bring them more business, and I sure as heck hope they’re right.”

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Clint Hendler is the managing editor of Mother Jones, and a former deputy editor of CJR.