Obama made what most people called "The safe pick". He hit the middle of the bullseye on a dartboard that was pretty much all bullseye.
McCain just made what most people are calling "A risky pick" and even Republicans are calling "A bold pick". McCain's dartboard had no bullseye so he went ahead and missed the dartboard completely.
Up to now, Republicans have been telling Americans that Obama, although exciting, is RISKY. Never mind experience. McCain was NEVER going to make experience a winning issue, just as the Clinton campaign never made it a winning issue. It may have gotten them close but close ain't the White House.
I predict that McCain now goes 8% down in an average of polls over the next month and stays there. For a GOP convention bounce to make any difference, it will have to put McCain in the lead, even for a few days. Now that won't happen. Why?
Because now Obama is the SAFE choice.
Now McCain is the RISK candidate.
McCain is the RISK candidate because he made the RISK choice for VP.
How should Obama's team play this? CONSERVATIVELY!
PRESIDENTIALLY!
No more gym shorts until Obama is POTUS. Suit. Tie. Flagpin. SAFE. SERIOUS. The Mood and The Look and The Message, from now on are (and you can already see it) are:
OBAMA SAFE
MCCAIN RISK
Our opponent is charging. Rushing forward. In Judo, you use your opponent's momentum to throw them. Or just step out of the way.