Kerry is too polite. He's not calling scoundrels scoundrels, but then too much straight talk won't win an election, will it. He'll just have to wait until after the election to alienate allies and stir up hornets' nests.
Building a career in the Senate may not help win either. Maybe he should have been more corporate? Maybe less cooperative? The opposition keeps hammering him on cooperating with their defense spending reductions. But they keep hammering him on not cooperating too, regarding a rather large spending bill.
Kerry might be too formal as well. Perhaps he should use poor English and develop some foolish looks? Apparently, presidential popularity starts by being a regular good old boy, barely educated, associating might with right, never really explaining oneself, and hanging onto beer ad slogans.
Too skinny, too tall, too much hair, too much tan, too many words to follow. Sometimes big ones!
Oh, and his wife is rich. And outspoken. Not a teacher. Not in the shadows enough. Too much like the evil harpy, Hillary.
He's an elitist college boy who actually raised his voice against the powers, not an elitist frat boy who kept the mouth shut. Uppity. Too uppity.
He'll raise taxes

on those making over $200G/yr! Hey, does anyone know how many small businesses that involves? A whole lot of 'em! Every person who has claimed to be a small business to buy a monster SUV or pickup truck and get the fat tax credit, that's who he wants to tax.
It just ain't fair. And think of how many jobs will be lost, mostly by illegal alien laborers, but still jobs will be lost.
Kerry also has no respect for corporate profit. Why, he probably thinks that Medicare handles health care more efficiently than HMOs, when we all know that government employees make fat salaries, while corporate CEOs keep their incomes modestly low.
Along these lines, Kerry also probably thinks it is foolish to export our drugs only to import them back to avoid price gouging. Why not just regulate the price gougers in the first place? See -- he's for regulation of industry. He wants us to be more like Canada, and what red-blooded good old boy American will ever stand for even the mention of Canada at all?
Yep, Kerry's my choice, but man, do I ever have reservations.