I just finished a course in critical reasoning, this was one of the main fallacies that was addressed. I suppose what makes this different is that the insult actually directly applies to the situation. I would like to see some more fallacies covered in the future.
Stephen Bond writes the definitive word on ad hominem in "the ad hominem fallacy fallacy":
This is too beautiful, thorough, and precise to not post. HT to sfk on HN.