Sometimes the message is the message and the medium is just the medium. Romney tacked hard right during the Primaries, because it was the only way to win in an incredibly weak but ultra conservative field, and then he tacked toward the middle after. He had to run away from the Massachusetts Health Insurance plan that was the basis for Obamacare. So he simply looked disingenuous to many voters. And he was like a robot in front of audiences. The economy is in terrible shape, that's true, and that fact favored the challenger. But nothing else did. Why not recognize that instead of overplaying the technology card?