Sure, in 2008, Romney campaigned as a right-wing Christian conservative. But nobody really believed then that Mitt was right-winger, a Christian (in the traditional sense) or a conservative, and his primary campaign was doomed…

First, they tried to paint Romney as weird. They pushed the story about Romney’s dog, Seamus. His surrogates called his religion into question.

Then they trotted out the Romney as flip-flopper argument. They pointed out that his positions as Massachusetts governor conflicted with his positions on the campaign trail (which of course is no surprise).

And now they are trying to paint Romney as the severe conservative.

Next, I assume, they will combine all three: Romney as a weird, flip-flopping, severe conservative.