spend just enough, not a nickel more than necessary, like joe kennedy use to say, i am not paying for a landslide, son. it is so businessy. is that what's going on, john heilemann? >> it is a data driven campaign. mitt romney is a data driven guy. people around him are data driven people. you know, and there's a repair for it, when it comes to the ad spending. this is a campaign that was supposed to be one of its great advantages would be its financial advantage. it spent a ton of money and a lot more money than ever expected to have to spend on this republican nomination fight, and they are still believing they'll be the nominee, mitt romney will be the nominee. they are trying to conserve resources. eventually they have to go against barack obama. there's a reason to not spend more than they need to. yes, they are very, very careful, methodical, spread sheet driven operation. >> does anybody like mitt romney more because of the $100 million that he spent? >> of course not. the problem is they're trying to sell a northeastern moderate republican governor to republican primary base that has gone so right, it is almost off the cliff. so they've had to