The only problem that John Kerry had was that the marketing team
watching over Bush & Co is far better at sleazy salesmanship.
The Bushistas do excel at sleazy propaganda, and the GOP has been
hammering away at the same propaganda since Reagan.
Yet I think the issue for voters was more about the learning curve.
Bush was already in office, and his Neocon team were facing all the
daily war on terror and Iraq stuff. Most people didn't want to risk
Kerry's learning curve, or see what the new "coach" would do during
the middle of a game. The old "don't change horses while crossing a
stream" motive.
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