Romney lost because people didn't like and didn't trust him. He had one of the highest unfavorable ratings of any recent presidential candidate. The conservative media did its best to spin their chosen candidate, to suppress his negatives, and, during the primaries, to destroy his competitors. The simple truth is that Romney made and kept much of his fortune as a result of a preferential tax code, moved much of his money offshore to avoid taxes, and was bankrolled by Goldman Sachs, JP Morgan, and the very hedge fund managers who profited from the housing bubble and meltdown. His own unfortunate comments aside, the facts made Romney look elitist at best and predatory at worst. In the 2012 election, the medium (Romney) was the "message."