Dave Roberts’ post about how intensity is a bigger problem than ignorance for people hoping to reduce greenhouse gas emissions is excellent.
I would also add that it’s pretty general. This is part of the reason 95% of discussion of public opinion about “the issues” is fairly misguided. Voters have a very restricted set of options at the voting booth, so fundamentally what someone thinks about most things is completely irrelevant. How many issues are there out there that could really swing your vote? Consequently, for most causes the most important question isn’t how do you persuade the median voter that you’re right; it’s how many resources can you mobilize (votes, volunteers, dollars, something) to your allies.