Romney and his people prefer this strategy because it’s what is most comfortable to them. He is not, at root, an ideological person. Neither, at root, are they. And the data suggest this is not a time for a sharply ideological campaign. The data suggest Romney needs to run as Mr. Fix-It. That is how Romney prefers to view himself. So the two match perfectly.

Alas for him, that’s not how it works. If conservative ideology is a problem with some independents, it also has the virtue of providing those who use it to discuss the nation’s problems with a pulse. Romney has just learned over the past few weeks that he cannot limit the discussion to the topics he wishes to talk about, especially when his rival is spending $100 million trying to destroy him in the swing states and when the media are largely serving his purposes by acting as though an increase in the unemployment rate and utterly unimpressive jobs-creation numbers are somehow good news.

So here’s why he should be talking about other things, releasing plans, giving speeches on big topics—because it’s the only way he can control the discussion. If he says the same thing about the economy every single day, he bores. He provides nothing new for anyone to fix on. He has to feed the beast. And it can’t just be that he puts his toe gingerly in the welfare-reform pool one day and then defend himself for three days after. It all has to keep moving.