us being me and margaret talev from bloomberg. margaret, the president's campaign yesterday out. not wasting any time with a very six-minute ad about mitt romney and bain capital. i know you've seen it. you've heard it. what do you think? >> wow. i mean sympathetic characters. >> bill: workers who lost their jobs standing in front of the shutdown factory and the locked gates. >> the scene is no surprise. it is precisely what you would expect them to be running on. precisely the theme and exact way we knew the campaign would go after mitt romney and yet what a splash it's made and it has people talking. >> bill: the thing is i think it undercuts romney's central message, right, which is i know jobs. i know how to create jobs. i've created jobs. and they're pointing out bain capital, what he did was destroy jobs. >> the romney campaign is hitting back and they'll hit back by highlighting cases in which they did create jobs but nonetheless, that's what you expect companies to do and this is potentially a more potent or damaging political message and it is the shot across the back. >