Why Kerry Lost

4. Teresa: THZ (with the emphasis almost more on 'Heinz' than on 'Kerry') came off even more aloof and cold than her husband. Many Americans could not picture this fluent French speaker as a First Lady. That she had Laura Bush to contend with did not help.

3. Opposing Iraq War: By criticizing the war, Kerry often gave the perception that he was critical of the troops when they were having a rough time. Iraq was probably the wrong war at the wrong place at the wrong time, but it was also wrong to say this with troops on the ground battling a horrific insurgency. Indeed, according to a CNN exit poll, veterans supported Vietnam-dodger Bush over war-hero Kerry by a 16-point margin.

2. Kerry surrogates: More than any Hollywood types who fawned over Kerry, the two 'M's--Michael Moore and Moveon.org hurt Kerry. Their sensationalist commercials cast all Democrats as loonies. Bin Laden stealing the "My Pet Goat" bit from F9/11 in his pre-election video surprisingly devastated Kerry--when one might have thought that the sudden re-appearance of the man responsible for 9/11 would have been bad for Bush.

1. Kerry: Kerry lost because of Kerry. He wasn't likeable for his post Vietnam-tour actions, and that long Senate career failed to impress. Edwards, with his relatively innocuous history would have been a better choice at the head of the ticket.