If you recall the 2000 Republican Primary, McCain had everything going for him. He'd show up for rallies to find standing room only crowds (nothing like Barack gets today but they were consistently much bigger than people expected). People were inspired by his every word. He told a little joke, the crowd roared with laughter. He'd grow solemn, people would swell with tears. Big burly men were getting all choked up in a way that they never had before.
So, how could have McCain lost that primary? Especially against someone like frat boy, privileged socks Dubya Shrub? McCain should have won that primary easily.
But recall the kind of campaign that Dubya ran against him.
I might be mis-remembering here, but I do not recall W making a big deal out of McCain's service. I DO recall that they actually sent out some military men to disparage and demean McCain's service. They said he was NOT a good soldier, or a supporter of the military. McCain was outraged.
But every time McCain got outraged, Dubya didn't back down. He called McCain's bluff every time. He just kept piling it on, getting dirtier and dirtier. McCain got more red faced, then sputtering blue faced. Bush would respond by giving a fake half-hearted apology and then turn around and keep piling the dirt on, or at least his campaign did, if W did not directly.
W didn't begin every attack or reference to McCain with a great big HI HOWDY compliment that tells everyone, "Why vote for me when you have a real bona fide war hero that you can vote for?"
During the debates and every other time W mentioned McCain, I do not recall W beginning with, "Senator McCain is a great war hero who loves his country more than mere draft dodgers like myself can even imagine. But we disagree on this particular issue."
We all know, of course, who won the 2000 Repub primary. The inspirational (as he was for many in 2000) McCain lost to the thoroughly mediocre, worst president we've ever had in US history Dubya Shrub.
If there's a lesson to be learned here, it's that it's hard to effectively attack and bring down your opponent when your attack begins with soaring and lofty praise that increases your opponents bearing and stature.