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McCain was getting lots of praise for his campaign skills in the primaries. He was the big upset guy that managed to surprise everyone. The problem is, I believe, that he sacrificed what was left of his identity as a level headed political moderate to win the primary. But then he was caught in the general election campaign between being the moderate that gave him popularity among independents and keeping the support of the conservative base that was very hesitant to embrace him. In the end I think he tried to do both, which undermined his "straight talk" image and didn't make anyone very happy. As things started to slip he began taking chances like Sarah Palin hoping to regain the titles he identified with: "maverick" and "straight talk", while also gaining ground among disillusioned Hillary supporters. It was a rookie mistake from a veteran politician that started off looking brilliant but quickly headed south. Then, while trying to keep it from going south too hard, the economic crisis hit landing him another blow. He could have saved face, but at this point he seemed to be trying to play the "craft a positive image for yourself" and "craft a negative image of your opponent" type politics. This was contrary to the traditional McCain style of "straight talk" and made him look hypocritical. Since then, McCain has wavered back and forth trying to find the best strategy rather than just sticking to his principles as he should have done in the first place. But the indecision and lack of leadership in running the campaign is the coup de grace for McCain as it winds down.