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He actually ran a fairly decent campaign in my view, but the rabid conservatives built their hopes around Guiliani (because he was the most authoritarian candidate) and spent a good deal of their time trashing Romney while laughing at Huckabee. Meanwhile, McCain was limping along because he appealed more to independent voters. Romney is a bit lacking in Charisma and it was obvious that he didn't have any real base within the party. McCain at least had his senate experience to sell to independents, as well as good name recognition, which Romeny lacked.
When Guiliani self-destructed in Florida the conservatives staged a last-ditch rally around Romney because they knew Huckabee was too goofy to succeed but they were appalled at the idea of nominating McCain. This failed to gain any real traction in time so McCain got the nomination by default. Unfortunately for him, nobody likes him - not the business crowd, not the evangelicals, and not even the xenophobes because of his stance on immigration. They do like what he is saying about Iraq but deep down they know he's making it up as he goes along.
The good part is that they won't really campaign for McCain. The bad part is that they will put their energies into trying to stop Obama, who scares the shit out of them because it's possible he could win in a landslide. However, it's clear that the only strategy they have in mind with which to do this involves even more extreme wingnuttery than usual, so there's a real possibility they'll self-destruct in the process. If their attacks reach a high enough fever pitch, Obama (and we) can start characterizing them publicly as the extremists they are.
I suggest we take a lead from Schopenhauer: when your opponent says something which you suspect (or know) to be a lie, pretend at first that you believe him and encourage him to continue. In his eagerness, he will lie even more and destroy his own credibility. So if you hear someone saying Obama is, say, a Marxist in public, don't try to him or her down; encourage the person rather to tell you more, much more, and let them make a complete fool of themselves.
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