But “shock and awe” has proved to be a double-edged sword for the early Bush effort. It is surely helpful to be perceived as a well-funded giant upon the political landscape, capable of airing as many ads as necessary, wherever and whenever the campaign needs them. But with that perception come jaw-dropping expectations, meaning that anything short of the promised numbers — say $45 million, which would be a flabbergasting sum for any other campaign — would be treated as a disappointment or even a sign of trouble. Some within the Bush camp even suggest their rivals are floating wildly unrealistic numbers — $500 million! — to create a “Bush’s disappointing fundraising” narrative later.

Of course, in politics, as in life, the problems that come with having a lot of money are generally better than the problems of not having enough money. But there are undeniably significant challenges that will come with Bush’s first reported fundraising sum, whether it meets the previously promised “shock and awe” threshold or not…

More than once, when reporters asked Louisiana governor Bobby Jindal about whether he can compete with better-funded rivals, he replied, “We’re running a primary, not an auction.” Wisconsin governor Scott Walker, perhaps Bush’s most serious rival, brags in appearances that he shops for suits at Jos. A Bank for its discount deals — a playful boast of frugality and fiscal conservatism designed to show he’s still in touch with the financial realities of the middle class. And Florida senator Marco Rubio constantly emphasizes the hard work and modest earnings of his bartender father and housekeeper mother when he was growing up.