In recent days, the vibe emanating from Mitt Romney’s campaign has grown downright giddy. Despite a lack of any evident positive momentum over the last week — indeed, in the face of a slight decline from its post-Denver high — the Romney camp is suddenly bursting with talk that it will not only win but win handily. (“We’re going to win,” said one of the former Massachusetts governor’s closest advisers. “Seriously, 305 electoral votes.”)
This is a bluff. Romney is carefully attempting to project an atmosphere of momentum, in the hopes of winning positive media coverage and, thus, creating a self-fulfilling prophecy.
It's reminiscent of how George W. Bush acted more presidential while the outcome of the 2000 election was in doubt. It's not the best strategy, but then the media has never been very smart about getting played by presidential candidates. Go read the whole thing.