The Machinists’ loss in Wednesday’s union vote at Boeing was devastating. Out of 3,000 workers eligible to cast ballots at the Charleston, South Carolina, plant, 2,097 voted against unionization, and only 731 in favor.

But contrary to the armchair wisdom of pundits, this vote was not a referendum on whether or not it’s possible to organize in the South.

The Machinists faced a relentless anti-union campaign. Boeing and a statewide business advocacy group saturated local television, radio, newspapers, and social media with hundreds of anti-union ads.