The vast majority of human beings dislike and even dread all notions with which they are not familiar. Hence it comes about that at their first appearance innovators have always been devided as fools and madmen.
That is what the highest criticism really is, the record of one's own soul. It is more fascinating than history, as it is concerned simply with oneself. It is more delightful than philosophy, as its subject is concrete and not abstract, real and not vague. It is the only civilized form of autobiography.
Part of the problem is voters know relatively little about Romney. And some of what they know about him complicates his task: Romney has a history of flip-flopping on issues, he's extraordinarily wealthy, and he can be tone-deaf about what moves voters. He just doesn't seem comfortable in his skin.