It appears that the site had around 30,000 friends when the Obama campaign began directing traffic from MySpace's presidential election channel to it.  And the number of friends grew very quickly after that.  So I'm sure in the mind of the campaign most of the friends were gained as a result of Obama's momentum rather than the work of the site owner.

The campaign also did offer to pay a consulting fee, but at $49K for 4 months of part-time work (he said he's not asking money for the 2 years of work before), the guy is asking to be paid like a top political consultant.  I think at that point the campaign must have decided that he is just out to score some cash and decided not to give it to him.  That may turn out to be a bad decision for the campaign, but the site owner does come across as a bit too greedy.