trying to get there. >> john heilemann, what's the message if you're trying to shape the message? what is the answer to the question why mitt romney? we know now from the campaign why not barack obama. why mitt romney? what's the positive message? >> i think we'll end up coming back to the kind of message he tried to put forward throughout most of 2011 before things took kind of a wrong turn for him coming out of new hampshire, which is that he has the private sector experience, he understands how to manage the economy in a way that barack obama doesn't. you know, steve is a great source to talk about this. i think this race looks a lot like 2004, where you have an incumbent who is trying to turn this into a choice election. barack obama's team going to try to make this all about do you really want mitt romney or do you want barack obama. it can't be a referendum election. and of course that's what the romney campaign wants to make it. they want to make it a are you better off than four years ago, they want to make it all about