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I think it's the difference between the list of ingredients on a jar of peanut butter and the Madison Avenue ad for a brand of peanut butter. Both tell you things you may want to know about the manufacturer, etc. but to answer a question such as you are asking takes research.
Elections are about emotions, Mycroft. Not for you, obviously -- this is not how you vote. But I assure you, if Romney can get one good catchphrase embedded in people's minds and Obama makes a single gaffe (between now and the election), Obama can lose. It's herd behavior, and cannot be understood on a purely rational level.
Whew, good thing Obama's been completely gaffe free so far. :mrgreen: