First of all, Romney's etch-a-sketch of himself since the first debate was nothing short of stunning. And yet the media seemed to be allowing him to get away with it and some recently tuned-in voters were buying it.
Who wants to hear President Obama having to spend a lot of time pointing out the differences between what Romney said on one occasion and then completely contradicted himself later? Boring! They needed a meme for that. Hence...Romnesia. By the end of today, almost every voter in the country will know what that means.
Secondly, it fits a theme that has already been developed about Romney's biggest liability - being a flip-flopper. That's one of the reasons it will catch on so quickly and cement the idea in voter's minds.
The third - and perhaps most important reason this works so well is something Steve Benen nailed.
There are a lot of ways to go after a rival, some more aggressive and abrasive than others, but to paint an opponent as someone who deserves to be literally laughed at may be the most brutal approach of them all.This is quintessential Obama. He's not the type to be good at aggressive or abrasive. But he's great with using humor against his opponents. If you doubt that, take a look at my very favorite moment from the 2010 elections when President Obama went to Nevada to stump on Sen. Harry Reid's behalf against his opponent Sharon Angle.
He's really good at this!!!!
Besides that - after a brutally long campaign that he has been waging while carrying on his responsibilities as President (not to mention as husband and father), I'm sure it boosts his energy to be able to have a little fun with all this. And boy...in that speech today where he rolled out the Romnesia meme - it was clear that he was having a blast with it. Great stuff!
Finally, complaining about your opponents flip-flops sounds like a whiny looser. Laughing at him for them is a sure sign of a winner.
So enjoy yourself with this one Mr. President. You sound like a winner to me!