You must remember the fairytale called "The Emperor's New Clothes”. We're seeing a modern day version with a twist - John McCain in the role of the leader as a serial dupe.
Take yourself back to 2000. John is running for Republican Presidential nominee. The Rovian/Neo-Con tailors fit him with a suit that has threads that are invisible - that is, they are untrue, mixed with innuendo, and full of push polling. Lo and behold! Enough of the electorate goes into a trance state that they actually see the threads that are supposed to be hanging on John. He loses.