The political pundits do not want to admit that the California electorate is not the liberal wack job the rest of the country thinks we are. Yes, California tends to be liberal, but there are definite conservative streaks that political power brokers on the left tend to ignore ... like Prop. 13; the fact that we fight taxes; the overwhelming passage of Prop. 22 (no gay marriage); etc., etc.
Yes, California is weird. Jekell and Hyde. We are wacky, but it all sort of makes sense when you live here and deal with these people on a regular basis.
Until the split personality drives you from the state ... !
I think this says it all. This will be the message of this campaign. More importantly, these are impressions that he cannot change no matter how many ads he runs.