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A Mark Penn Memo From 2007 About Those Big States

There's been a bit of a back and forth today about that report saying that Mark Penn, unaware that Dems award their delegates proportionally, thought that Hillary would win all of California's 370 delegates.

Penn denied the report today. Either way, behind the anecdote is the larger, oft-told story of how the Hillary campaign erred by expecting the big states to carry them to victory, leading them to neglect the smaller states, where Obama racked up huge delegate margins.

With that in mind, check out this Mark Penn memo from April of 2007, sent over by a friend, in which Penn touts her leads in the big states as a sign of her strength:

In New York, New Jersey and Florida, Hillary leads by 20-30 points. In California, Texas and Pennsylvania, she leads by 13-19 points. These states have the lion's share of Democratic primary voters and delegates. And without Gore, who is not currently running, the lead is even larger.

Just for the fun of it.

The memo shows you how dramatically the landscape has shifted. And how long this race has been going on, too: It was written over a year ago.


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It's Lanny Davis logic. If the polls say she's ahead, she should be the nominee.

The sword is mightier than the Penn.

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Incredible Avatar.

That memo sums it up perfectly.

Even if he didn't actually think that CA had a winner take all system, he DID think Hillary would win enough of a % in all those big states, so that Obama could not catch up.

Problem was, they either didn't account for Obama's massive wins in the OTHER states, or they just assumed if Hillary won the "big" states, the other states would follow.

Seems like a pretty bad assumption.

What's surprising to me is that while the system of proportional allocation has been around at least since the 80's (I think), Obama's campaign is the first campaign that I recall that seems to have fully understood the implications of this and the first to have fully taken advantage of it.

All other presidential campaigns I recall have really followed the Penn strategy: focus on the early states and the big (blue) states with the largest number of delegates.

But with proportional delegate allocation, the total number of delegates per state doesn't matter; what matters is the number of LANDSLIDES that you win. Obama's focus on small states and red states, where his opponents wouldn't bother to compete, and where he could guarantee himself massive media coverage (when was the last time a Dem campaigned in Idaho?), shows that he thought this through better, not only than Hillary/Penn, but better than any Democratic candidate in 25 years.

Am I missing something here? Could this strategy have worked in previous elections, or did the spacing of the primaries make this election qualitatively different?

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And so, in the general, his strategy would then have to switch, because that's winner take all.

And I think we see that. The flippable states, in my mind, appear to be the Great Plains (north of Oklahoma), the states just to the east of this belt, and the Eastern Slope states of the Rockies.

Not all of these states will flip but many of them have Democratic Govenors and other state wide office holders. Moreover these states have been suffering for a long time (ND is in an 85 year old depression) and the energy issue is an opportunity to bring them back to life and into the Democratic camp at the same time (The Repugs are captive of petroleum interest).

But I think he'll go 50 state still, because, to rule, he needs strong minorities to butress his mandate.

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And not the kind of people you want running your country.

Hillary is all about tactics, she the 'street fighter'. But politics, like administration, involves both tactics and strategy and the blending of the two, and here Obama has shown himself exceptional, that and as well as a good manager, good communicator (he even writes his own speeches) and cool under pressure.

What more in a president would you want? Okay perhaps plenty more, but still, I say wow.

The lack of sound strategic analysis in the Clinton campaign is truly breath taking.

And Obama? He has the potential to be another Lincoln/Roosevelt/Washington type - and we are about due, and definitely in need of such.

As Liam Neeson said of Oskar Schindler, it looks like maybe the finger of God is upon him. We'll see.

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And what was the price of oil a year ago???

The price of rice?

Hmmmmmm

What a naive guy this Penn must be!

On another note:

How bad did Florida not counting hurt Hillary?

If she had the delegates from Florida at the time, and actually had the lead for awhile, would that have changed perception and made it harder for Obama to win?

Thoughts?

If you assume the Flroida January Priamry was legal, you'd also have to consider Michigan.

I don't think there is little doubt he would have won Michgan if he had contested it. And her margin in Florida would have been much less. Hell, Edwards may have been more of an influence in Florida.

Considering both Florida and Michigan, Super Tuesday results would hav been similar and his strategy for February would have been still sound and successful. She still had no plan for those states after Super Tuesday.

That's a great question, SCMadden. On the one hand, the ONLY way FL would have counted is if the primary had been held on or before Feb 5. My sense is that had Obama been able to campaign in FL, he would have certainly cut into her lead. Of course, he would have had to spend much time there in 2007, which may have made the Iowa outcome a different story. Still, in a vacuum and engaging in rank speculation and hindsight, I say he'd have shaved her 17 pt win in half, resulting in a commensurate diminishment of her disputed delegate lead down there.

But, what if FL was held between Mississippi and Pennsylvania? What if it was on April 29, btw PA and IN/NC? What if it was held within his 11-in-a-row run? How might WHEN the primary would have been held affected Obama's chances?

And who else here is convinced beyond a reasonable doubt that Obama would have won Michigan?

No way Obama would have won Michigan - too similar to Ohio and Pennsylvania. And he wouldn't have made much of an inroad into Hispanic, Jewish and the elderly in Florida.

What really hurt was the press simply ignoring the Florida result, letting other issues dominate the week before Super Tuesday. They'll report every flawed poll, but can't report 1.7 million people getting off their ass and going to the polls, even if the brainiacs of the party had declared it irrelevant.

The underestimated the intellect of the gullible people.

They never thought a radical liberal who has done nothing in the Senate would do well.

They underestimated the power of the kool aid.

I completely agree with Gotalife - the only poster with the guts to realy tell the turth.

I think Gotalife would agree with me that Mark Penn has taken a seriously bum rap - no one would think that so many people would be drinking radical cool aid - just like at Jonestown!

gotalife-gotalifefan......get a room.

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Gotalife, you've got a huge following at TPM: gotalifefan, goatlife, gotawife.

What will you do for affection after Clinton concedes?

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You forgot togalife!

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So who's coolaid you gonna drink: Penn's or Obama's.

From where I sit, Obama seems to have the better coolaid. If you have to drink coolaid, better to drink the good stuff. That's what gets people in trouble with coolaid you know...It's not the coolaid itself, its what's mixed in with it.

insufferable whiny twit

No. They underestimated the American People's weariness with stupid.

So wow, gotnolife, they must be really stupid. good thing we'll be rid of all of them soon.

Is it just possible, however remotely, that the Clinton campaign is guilty of overestimating Hillary's appeal relative to that of the other candidates? That they took too much for granted the "inevitability" meme? That, in overestimating that they would have things wrapped up by Super Tuesday, they seem not to have done any serious planning at all for future contests? That the power of the (Bill) Clinton name and, by extension, that of the DLC, was such that they could get away with the "caucus-states-don't-count" strategy and so ignore them?

It's absurd to argue that the Clinton(s) ran a faultless campaign, that things just didn't break their way. The evidence is pretty clear that Obama just flat out-organized and out-worked everybody else and, even when it became clear what was happening, the Clintons didn't change a thing. Penn is a walking, talking proof of that fact. The Clintons not only had their political hat handed to them, they even provided the tray--their miscalculations--on which that hat was served.

I completely agree, the Clinton campaign did underestimate the intellect of the people.

Not only did they underestimate the intellect of the people, they continue to do so by pushing the nonsense gas tax holiday. By thinking the majority of people are stupid, they have shown themselves to be just that. You reap what you sow.

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Done nothing in the Senate?

Well, if that's what you actually believe, I at least understand why your posting history is the way it is here.

But, your poor deluded fool, if you would look at THOMAS to compare Obama and Hillary in the US Senate, or look at the Illinois General Assembly website you'd see that his legislative record absolutely towers over hers. All she seems to be able to do in the US Senate is rename post offices and congratulate basketball teams.

Of course, if you think he's some kind of dangerous radical liberal, maybe you're just a Republican concern troll who doesn't like the idea of the presidency being held by a hardened legislator with a track record of talking political opponents around to his position and getting stuff done. And maybe you rather like the idea of an ineffective, melodramatic Democratic placeholder in the White House while the Republicans regroup.

Still struggling to find his bearing in a post Goodbye Cruel World market, Gotalife continues his gutwrenching Paris Britnification slide, reduced to pitching soft-drinks on a TPM stage he once called his own. He really shines when delivering the trademarked Radical Thirst! tagline, but otherwise remains a mere echo of his former sparkling self. Is there no one in his inner circle who can stop this Downward Spiral?

Known Troll: +5
Contrarian Troll Modifier: +3
Intellectual Dishonesty: +20
Seeking Refuge in Scorn: +25
Bitter Modifier: +15
Goodbye Cruel World Papers - Archival Fees: +15 (New!)
Paris Britnification Treatments: -45
Costume Rental: Glass Jar: -60
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Troll Rating: 23

I still love you.

Whaddaya mean, "they"? Don't you mean, "you"?

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"The underestimated the intellect of the gullible people.

They never thought a radical liberal who has done nothing in the Senate would do well."

Gee gotalife - much like a country bumpkin governor of a bankrupt Southern state called Arkansas in 1992, right?

>>>insert eyeroll emoticon here...

Dunno, SC. Would she have carried as big a margin there if they had both been able to campaign? He consistently cut into early poll leads for her when he was able to actually introduce himself to voters as they campaigned through the states.

Will Penn ever work again for another Democrat? Boy, it would be a shame for a union busting mercenary to be unable to find a job in our party.

It appears she was running against Al Gore a year ago.

It appears they were ignoring Obama even though the fundraising would indicate they should have thought otherwise.

http://www.chicagotribune.com/news/politics/chi-070404obama-money,0,7560926.story

I think they counted on quantitative data, without any qualitatitve insight. How shallow was Hillary's support a year ago? There weren't a lot of exciting alternatives. Except Barack, who looked like he was pitching in the minors at first. The pivots were that Philadelphia debate and the Iowa JJ dinner. She flailed in Philly, and the media went wow after the JJ. I don't think Clinton and her people realized how the ground and the narrative had shifted, by what, December 1? He took advantage of the moment, was poised for it, and then surfed the momentum. Hillary, meantime, stayed in the bubble.

The Clintons changed the game in '92. They didn't get the memo this time.

It is stunningly obvious that the Clinton campaign did not have a grasp on how proportional representation worked in practice. they didn't realize that what matters more than the size of the state is the size of the margin of victory. Obama took a bigger delegate haul from Georgia than she did with her solid win in California, and his wins in numerous small states were worth more delegates than her wins in Ohio and Pennsylvania.

How could any knowledgable person, much less the senior strategist for the frontrunner for the Democratic nomination rely on polls taken a year before an election, when you barely even know who you'll be running against and what events will transpire, as a reliable method to devise a strategy. It is hard to take this guy seriously

well, you're close: Obama got 33 from Georgia.

Hillary got 38 from CA. But, yeah, proportional representation killed her.

I think Obama got the most delegates from ANY state with his landslide win in Illinois. Hillary should have campaigned there more just to cut down on his amazing 55 delegate gain from his home state!

Hell, that would've have offset even FL and MI combined, had they counted.

In the end, I don't think it would have mattered if FL and MI counted. Obama would still have won based on his superior strategy in getting delegates over popular vote.


MI and FL would have been game changers and strategy-changers, had they counted. I don't know how the election would have looked if the fully delegates would be rewarded with those states, but I have to think Clinton probably would NOT have contested Iowa as hard as she did. Michigan would have been a real battleground, and one has to think Obama would have pulled out that victory.

Maybe.

But it's all speculation. As we all know, it will be next to impossible for the MI/FL delegations to NOT be seated at this point. Rampant speculation is afoot throughout all of the interwebs, but it is safe to say, in my mind, that this ballgame is over.

Clinton will concede at some point in the next month or so, Obama will declare victory after Oregon. The SDs will crown him (officially) with a massive move his way. Clinton will talk nice in the meantime (including the unfortunate comments she made today, once she sees the backlash).

Clinton will win WV by a stunning majority (25% at least) and be mostly ignored. Will win KY by something substantially less (10% or so, if she manages to convince people to vote). Oregon will go Obama by somewhere close to 30%.

On to other news stories: Iraq, economy, terror, burma, Bush-scandals.

And the tidal wave landing in November will start to swell....

Clinton rejected the latest 69-59 delegate split of MI, which I was actually fine with.

Of course, that'll somehow be Obama's fault, but whatever.

That's fine. Whatever. Ignore her, and she'll go away eventually. She is no longer a story.

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And, Hillary can claim Illinois as her home state too, more so than Obama who grew up in Hawaii. That makes a big difference in Chicago.

She could have roused professional women there as well. tsk tsk.

I made a similar point up-thread. I agree that it is hard to take Penn seriously (and I choose to blame him and his microtrend thinking for the loathesome media obsession with demographic analysis in this primary), but do you recall any other presidential campaign that took advantage of the proportional allocation the way Obama's did?

Maybe Dean's 50 state strategy was similar. But that seemed to be about building a national Democratic organization more than about using the proportional allocation system to your advantage.

Awesome. Now I'll be humming that all day.

Duh, that was for DFD.

At this point, Mark Penn will be lucky if he can convince his neighbors to buy a box of Girl Scout cookies from his daughter.

(disclaimer - I have no idea if Penn has a daughter)

Just one more comment:

I give a lot of credit to Obama and his staff, but that's only half the story. In many places, volunteers for Obama were there before the official campaign was.

He won because we organized, campaigned, and voted for him. In the end, we the people made his candidacy a reality.

Now we just need to make him our President.

One gets the sense Obama's first choice is not campaigning, and this speaks well for governance. For 8 years, Bill Clinton never stopped campaigning for president. For 8 more years, W's propaganda machine picked up where Bill left off, only instead of pitching wan hope, it was fear.

That's 16 years without governance. Heckuva job.

scmadden

Here is the Time article on how she lost it or rather he how won it.

http://www.time.com/time/politics/article/0,8599,1738331,00.html

Look at point 5 on NC, which indeed was a game changer. That shows foresight.

BTW, as long as we speculating meaninglessly, what if BO had not contested this primary ? Would she have still won it ? I doubt it. People would have probably rallied around Edwards.

That's a very good point. There has obviously been a lot of opposition to hillary being the nominee from dems themselves. Had it not been Obama, I agree that John Edwards would have enjoyed more success although I'm not sure he would have succeeded to the extent that Obama has.

With regard to the general election, republicans would have gone to the polls en masse had she been the nominee irrespective of who their candidate was. With McLame on the repub ticket and Obama our nominee, I think many repubs will not bother even voting.

That was an excellent and very informative article - thanks so much for providing this link!

Like gotalife - I can not stand this BS flavored cool aid. Everyone needs to "get real" like him/her.

Is your avatar the wart of gnatlife's ass? Or are you said wart?

This Dem race is has drama only seen in the movies.
HRC campaign team was never unified from day one and when they did get unified it was too late in the campaign to make a difference.
I have said this before in a previous post and it bears mentioning again, Maggie Williams turned around Hillary's campaign at the end. the clock just ran out for hillary. If Maggie was there from the beginning, at the very least, this race may still be going on.

Florida and Michigan would have been a wash anyways had they gone ahead. Hillary would have won Florida by a smaller margin, and Obama would have won Michigan by a small margin.

If she can't run a campaign how can she run a country?

That's the bottom line.

Very very good point!

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Team Clinton has never really understood the changed face of the Democratic party. Not being from Washington gave Obama an advantage. He had spent decades closer to the people than Penn and the other Washington based air warriors running Team Clinton. As for Hillary and Bill, did you see her trying to buy coffee from a vending machine. The Clintons have been in a celebrity/secret service bubble so long, they might as well be from a foreign country.

It's not clear from that quote if he was thinking in terms of the primaries or November. Anyway, if you're fascinated with the blame game, then pursue it.

I'm wondering more about who will be on the ticket with Obama. Can he afford not to pick Hillary? Would he offer? Would she accept? Would Nancy Pelosi have a stroke if she did?

Yep, this is the biggest decision yet for Obama. Who he picks as VP will have a major impact on his ability to win in November.

I have weighed the pros and cons of a Hillary VP.

Pro: you unite the Democratic party, and get a trio of die-hard campaigners on your side: Hillary, Bill and Chelsea.

Con: You unite the Republican party against you, and have a trio of die-hard Clintons overshadowing every move you make.

All in all: Bad idea.

Better to nominate a Governor from a swing state (Richardson, Sebelius, or Strickland).


There are pros. But they're massively outweighed by the cons.

Get a room.

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Why are we still talking about this guy? Do the post-mortems after Obama's elected in the fall. We've known Mark Penn was an idiot for some time now.

But it's just so much fun!

Besides, I don't know how many posters have ever worked in D.C., but if they have, they've probably had a boss somewhere along the line just as egomaniacal, incompetent and stupid as Mark Penn, and they're probably getting the same satisfaction from seeing one of the asshole class get his comeuppance.

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Just a little meta-analysis here. We're entering the second stage of the media end-game analysis. The first stage was the "game over" announcement. The second stage is the "what happened" analysis. Going back to my sportscaster analogy: The time is ticking off the clock. The sportscaster, who had been drumming up upset scenarios to keep the game interesting, decides that the scenarios have become too farfetched and calls it for the winner. Then he starts the post-game analysis. So-and-so made this critical mistake, this big play changed the course of the game, etc.

Next phase is time and stats--how many seconds left, how many timeouts, how many plays. Look for the networks to show a delegate counter with the number that Obama needs to clinch the nomination.

Obama just got the ball back. His team is comfortably in the lead. With his remaining four downs, will he take a knee and run out the clock?

First down and goal to go: Team Hillary calls a time-out (West Virgina)

First down and goal to go: Obama takes a knee(Oregon), and runs some time off the clock

Second down and goal to go: Team Hillary calls a time-out (Kentucky, that's two time-outs, Team Hillary has one remaining)

Second down and goal to go: Obama takes a knee(Montana), and runs some time off the clock

Third down and goal to go: Hillary calls another time-out (Puerto Rico, that's her third and final time-out folks)

Third down and goal to go: Obama takes a knee (South Dakota), and runs some time off the clock.

Fourth down, folks, Team Hillary has run out of time-outs, we've got 5 seconds left on the clock. Team Obama lines up behind the ball...Obama calls the signal, will he take another knee? No wait, here's the snap...Quarterback sneak! Obama runs straight up the middle...TOUCHDOWN!!! Team Obama wins the nomination!

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Nah, Obama needs to keep moving the ball down the field, but he'll play it safe as he has been doing all along. Clinton will keep trying to force fumbles (e.g. Wright) and connect hail mary's (e.g. the "nuclear" option). Once she realizes it's over, I expect her to calm down and try to end on a respectable note.

I'm with flyonthewall in expecting a May 20th concession, but I'm not going to state that with confidence. The media is much easier to predict than Senator Clinton, mainly because herds are more predictable than individuals.

Of all the mistakes Hillary has made during this campaign, her biggest mistake by far was having this muppet (Penn) run her campaign.

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"The underestimated the intellect of the gullible people.

They never thought a radical liberal who has done nothing in the Senate would do well."

Gee gotalife - one would think you were talking about an inexperienced country bumpkin governor of a backwater Southern state called Arkansas circa 1992.

>>>insert eyeroll emoticon here

Lion's share? He really did think it was winner take all. If there is one thing i have learned is that you can win by 12 percentage points or so, and even in the big states come out with maybe a 12 to 14 delegate gain, for California, maybe 30 to 40 was it? but if you win a small state by a huge margin say 65 35, you can come out the same as a much bigger state...He had to think it was winner take all...the only way they could have won on super tuesday was to win convincingly in the media narrative, to basically sway the voters in the next states to accept the "inevitability meme".

No matter what the gain was on supertuesday, Clinton could never mathematically push Obama out. It always had to be slog after slog with each primary. So was Obama's strategy brilliant(which i like to think) or was it simply stupidity on Clinton's campain plan (ie Penn) to not really consider having to plan for states post super tuesday?

you're dead right peter, Penn did think it was winner take all. amk referenced a Time article above, the following is taken from it:

As aides looked over the campaign calendar, chief strategist Mark Penn confidently predicted that an early win in California would put her over the top because she would pick up all the state's 370 delegates. It sounded smart, but as every high school civics student now knows, Penn was wrong: Democrats, unlike the Republicans, apportion their delegates according to vote totals, rather than allowing any state to award them winner-take-all. Sitting nearby, veteran Democratic insider Harold M. Ickes, who had helped write those rules, was horrified — and let Penn know it. "How can it possibly be," Ickes asked, "that the much vaunted chief strategist doesn't understand proportional allocation?" And yet the strategy remained the same, with the campaign making its bet on big-state victories. Even now, it can seem as if they don't get it.

It's a weird day when I find myself agreeing with George Will, but his column in today's post is spot on:

"Hillary Clinton, 60, Illinois native and Arkansas lawyer, became, retroactively, a lifelong Yankee fan at age 52 when, shopping for a U.S. Senate seat, she adopted New York state as home sweet home. She may think, or at least would argue, that when she was 12 her Yankees really won the 1960 World Series, by standards of "fairness," because they trounced the Pirates in runs scored, 55-27, over seven games, so there.

Unfortunately, baseball's rules -- pesky nuisances, rules -- say it matters how runs are distributed during a World Series. The Pirates won four games, which is the point of the exercise, by a total margin of seven runs, while the Yankees were winning three by a total of 35 runs. You can look it up."

This is exactly the type of logic the Clinton campaign has been using since Iowa, and especially since the "Wrap it up by Super Tuesday strategy fell on its face"

Equally interesting was Will's closer:

"Tuesday night must have been almost as much fun for John McCain as for Obama. The Republican brand has been badly smudged by recent foreign and domestic policies, which are the only kinds there are, so McCain's hopes rest on the still-unattached cohort called "Reagan Democrats," who still seem somewhat resistant to Obama.

McCain's problem might turn out to be the fact that Obama is the Democrats' Reagan. Obama's rhetorical cotton candy lacks Reagan's ideological nourishment, but he is Reaganesque in two important senses: People like listening to him, and his manner lulls his adversaries into underestimating his sheer toughness -- the tempered steel beneath the sleek suits."

Is it any wonder the GOP has been pushing Hilary's candidacy so hard. As Gingrich, Will, Brooks, Scarborough, and many other Republicans know, despite his so-called liberalism, Obama has
real cross-party appeal to moderate Republicans and independents, and will do just fine with Democrats (white and black alike) come November. If anything, the Clinton campaign has helped surface Obama's vulnerabilities, in largely the same way the right wing attack machine would have, early enough for him to learn from them and deal with them more effectively in the fall, and not so late in the process that he can't recover from them.

To me this is an argument of form over substance. Say what you like about Clinton's strategy, but I think the reason she lost is a lot more simple - people liked Obama better. Clinton lead early based mainly on the fact she was the most recognizable candidate. As we all know, people won't vote for a pig in a poke. So she started out most states way ahead. But her support was always shallow. The fact is, people really don't like her much. Her famously high negatives were her eventual undoing. Once people got acquainted with Obama, he became a reasonable alternative, and people switched to him in droves.

If true, that is a mammoth gaffe.

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If you read the numerous comments to the post of Penn's memo, you see how so many people assumed that HRC would be crowned the candidate without the need for a nominating process; how her backers were overflowing with uncritical adulation, idolatry even; and how giddily dismissive they were of BHO.

And all the laughter died in sorrow.

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