The White House handlers obviously believe that their strongest suit is the Pitchman-In-Chief, and they're playing their hand for all it's worth.
The Charismatic One, in an unprecedented tour de force, appeared on five morning yak shows on Sunday.
Then came the David Letterman appearance, another first for a sitting president.
While poll numbers show that the President himself remains personally popular, his programs continue to be decidedly less so, and there is a clear danger here that repeatedly putting him out there as the head shill is going to wear thin over time.
If there's one thing Americans hate, it's being exposed to the same old shtick over and over. This is why ads lose their effectiveness with overexposure.
For example, I'm sick of seeing that couple holding hands in those side-by-side bathtubs (obviously, I watch a lot of news programs), and wondering how on earth they managed to rig the plumbing for them when they're perched on some Grand Canyon pinnacle five thousand feet in the air, or why anybody would want to take a bath in separate tubs way up there in the first place.
I figure if they're going to insult my intelligence like that, then I'm not going to spend my hard-earned medical insurance dollars on their lousy pills.
See? This is the risk the White House runs.