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I think his biggest down fall was that he changed message a dozen times. He started out being the "Maverick" who was not gong to be run by special interest and lobbyist only to find out most of his staff was made up of lobbyist. So he fires them and changes direction. Then he becomes the tough guy who will win the Iraq war and get Bin Laden. But that doesn't seem to work either. Then he launches the hail mary and brings in Palin. She charges up the base and gets people talking and suddenly he wants to be the maverick again only this time he is the ultra-conservative maverick. But when people start to realize that the hockey mom might not have been a good pick and she goes on TV and says the word maverick more times than I can count he maybe realizes that people don't want a president who will go off on tangents and do crazy things at a whim so he changes direction again and wants to be the guy who has principles and doesn't "pal around with terrorist". When that doesn't catch on finally he decides he is the guy who will suspend his campaign and run back to Washington to fix the economy.
The guy can't seem to pick a message and he makes one bad decision after another and it makes him look like he is unstable. I think people just got sick of him because they weren't sure what John McCain they were getting. Obama pretty much stayed on message and ran a masterful campaign that made McCain always look like he was scrambling to keep up and McCain played right along by flip flopping all over the place in an effort to catch lightning in a bottle.
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