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They just underestimated him. Of all of the people in the race, no one saw him as the formidable opponent. They didn't think he could out-Dean what Howard Dean did starting off in Iowa in '04, by using the internet to build a grassroots movement of people allied towards winning the big dance.
Obama's ground game is nuts and he's smart by getting Governors to endorse him, because that only helps things on primary/caucus days. Say what you want about "experience" or whatever, but as CEO of his campaign, he's done a heck of a job starting from absolute scratch and if that's any indication of what he can do as a national leader, well...let's just say those opposed to him better get out of the hose and douse this fire quick before it consumes everything in sight.
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