martha: juan, when you look at the piece by kimberly strassel in the "wall street journal" it is very thorough. and she points out the fact she thinks this whole thing, this whole message of "you didn't build that" put the obama campaign on offensive that is why chicago kicking into high gear because of defense of message. she claims at times president had moments of candor, and people cling to their guns and religion, that moment we remember. also the need to spread the wealth around. that is from the "joe the plumber" message. and also this one, "you didn't build that", when he steps off message and says what he really believers, she says it gets him into a lot of trouble. >> i think kimberly strassel is on point. this was a political misstep by the president and why the ads are being run and see a very different kind of ad from the president, martha, where he is looking directly into the camera and stating his position in support of small business and economic development in the country. this is a departure from attacks on mitt romney, on bain, on tax returns, all that you're famil