Pundits, Politician, Wonks, and Columnists can dissect and analyze campaign platforms, values, economic and health plans ad nauseum and it won't do any good. In the end, a presidential election is too chaotic, too convoluted, and too complex for logic to win. People end up voting with their gut.
Although elections should be about substance over style, they haven't actually evolved past a sixth grade popularity contest. We learned that with JFK versus Nixon and had it proven again, and again by Reagan, Clinton, and Bush Jr. It's even the reason Bush Jr. was elected. He was the candidate the voters wanted to have a beer with. Obama is that candidate this time... well, a beer, or a cappuccino.
An ideal polling demographic for this "Friend Factor" is... children. Who has the "coolness" to captivate the kids? Between McCain and Obama, everyone knows the answer, and it doesn't bode well for McCain.
This link demonstrates it better than I can.
-SWL
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