Rove's comments are nothing new

[underpants]

When the Republican Revolution emerged from their think tanks in the late 70's aside from boiling down their supposed plan into short and simple talking points they made a concerted effort to change their image. They couldn't be seen as angry old stubborn white fat cats in suits so they presented themselves as fun loving successful WINNERS who were completely different than the sorrowful unhappy joyless liberals (who, by the way, don't do anything but take the drugs and have sex all day).

"We are WINNERS! Don't you want to be a WINNER? You don't want to be a LOSER do you?"

That was the main message.

"See us we are happy and rich (WINNER) and look at my fabulous trophy wife"

This is repeated today over and over on talk radio, to some extent.

For sports fans it was an easy bandwagon to jump on for non sports fans it hearkened back to a high school mentality-if you were a WINNER (cool kid) in high school you can be again and people will again cower in your presence, if you weren't a WINNER back then you can be now.

It is an easy sell and it works.