There's still enough material in one or two of those [Bain] stories to make for some wrenching ads that are bound to pack more emotional wallop. And they’ll resonate more because of who Romney is and how he comes across—his gaudy net worth, his difficulty connecting with people, all of that. In some ways, the most damning thing in that documentary is that he tore down a $12 million beach house in La Jolla because it was inadequate to his needs.

Toss in that ghastly remark about it being all right to discuss inequality in “quiet rooms,” which I feel certain we haven’t heard nearly the last of. Which quiet rooms did he mean? Not churches or funeral parlors. He meant corporate board rooms, where everyone would agree with him. An astonishingly frank moment, like the comment about liking to be able to fire people. I know he was talking about insurance companies, but here in the 99 percent, we don’t “fire” insurance companies, or usually doctors and certain other service professionals. We change them. It was a word choice that really did reveal a world view.

I've gone from finding Romney tolerable to amusing to nauseating the more I have read about him and observed him. And there are alternatives that simply take a bit of imagination to consider.