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The Baltimore Sun's Paul West: McCain cheapened his own brand. "He embraced President Bush and attempted to become, like Bush, the choice of the Republican establishment. In the process, he helped obliterate recollections of his first run for president, when he became the first Republican in a long time with strong crossover appeal to independents and Democrats. Losing his reputation for independence could prove particularly costly this year. [...] For many voters, his image today is as an outspoken defender of an unpopular war in Iraq and a supporter of Bush's economic policies, including the tax cuts that McCain voted against in the Senate but now promotes as a presidential candidate. Interviews this spring with swing voters in primary states underscored the depth of McCain's challenge. Even some of those who dislike Obama said they would not vote for McCain because it would be like giving Bush a third term."