desert. they don t have a lot of water, but they drop a droplet of water on every seed. the romney campaign theory is the older fashioned wave tv advertising, psychology, tie goes to the challenger situation. but it s such a closely divided country where everybody is microtargeting. maybe that old wave theory just doesn t operate anymore. certainly the obama people think that. you talk to the romney people, they re still clinging to that idea even though there are not that many voters to create any kind of a wave. any kind of a wave at this point. that s that last point that matters more than any. so for instance, 76. my longtime mentor doug bailey was on that ford campaign. said gallup showed ford up a point. it cost him. people said wait a minute the psychological factor. people went in the booth saying wait a minute. i forgot i m punishing ford for nixon and that s why i m going