Romney looked like a fine man, and seemed like he could win considering the terrible failure of the last four years, but he and the team he put together ran a flop of a campaign. They didn’t go after Obama and instead tried to be a nice guy to ‘prove’ he wasn’t what Obama said he is. Pure defensive strategy. Additionally, they played the ‘nice guy, but’ to try to urge former Obama voters to switch over.
Their strategy was based on the polls months ago that showed dissatisfaction with Obama. They did not account for an effective opposition that would change those views over the summer and fall. They played the game as if the opposition was static and not actively working to win former supporters back. They needed to obliterate Obama and tie the failures directly to Obama. They never did. The PACs missed the mark too. Weak messaging lost. It sucks, but is so easy to see outside the fog of the war.
The irony of Romney's "47%" comment was that he would have been far worse off if he had simply told the truth: the "47%" are going to disappear because more and more of them are going to be joining their "53%" counterparts as taxpayers.
I agree he ran a lousy campaign. I despise the elite GOP insiders. Romney thought he could win on economy alone. He was mistaken. People have short memories. But I was way better than what we have.