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It would have damaged Bush if he had let the media say that he was behind all the Swift Boat Ads. The media was trying to say he was behind the ads. He had to come out and say he was against all 527 ads, or the media could have hung those ads on him. I'm sure that Bush loved the swift boat ads, but he could not say that. You need to look at the big picture and strategy (you are getting confused with the trees and not seeing the forest). I would love to have seen Bush hammer Kerry more over his record, etc., but evidently that was not the best strategy (maybe Rove did polls that indicated that would have turned some voters off).

"maybe Rove did polls that indicated that would have turned some voters off."

Probably. Amazing that Americans would be "turned-off" by a president that supported political speech.