Guilt!
They look at everything negative in this country and they look to the pied piper and hope that he will change the country!
Or better they answer the question about: “who cares about you and your problems” or “who understands your problems “ most of the time with Obama.
This is Mc cains real problem the democrats labeled him being out of touch with the average people and their problems.
Mc Cain helped with his famous comments and thw financial crises did the rest.
Mc cain can only win if he can change this picture but he needs something big.