Remember, the speaker is Mark Salter, who is on McCain's payroll and a true believer:
“[He] doesn’t ever want to be something that he is not,” Mr. Salter said, including trying to pass himself off as a larger-than-life figure on stage. “There’s nothing in there about him that wants to be rarefied.”To the contrary, Mr. Salter: McCain's only chance is the current media environment, which overlooks his gaffes, befuddlement, and failure to grasp issues in favor of restating "HE'S A HERO!" as often and as unquestioningly as possible.
"Mr. Salter bemoans the current environment, in which, he said, “the press creates the expectation that you better not stumble on a word, or tell a joke that Mr. Rogers wouldn’t tell, or you’re going to be in trouble.”"