The Romney campaign is better at dismantling than mantling. They're better at taking opponents apart than building a compelling candidate of their own. They do not seem capable of deepening his meaning, making his stands and statements more textured and interesting. He comes across like a businessman who studied the data and came up with the formula that will make the deal.
A particular problem is that he betrays little indignation at any of our problems and their causes. He's always sunny, pleasant, untouched by anger. This leaves people thinking, "Excuse me, but we are in crisis. Financially and culturally we fear our country is going down the drain. This guy doesn't seem to be feeling it. So why's he running? Maybe he thinks it's his personal destiny to be president. But if the animating passion of his candidacy is about him, not us, who needs him?"