The New York Daily News' Tad Devine says it's a big problem because how much voters like a candidate is a "big deal" in the political universe. In fact, he argues it's the whole reason Romney is not winning handily now.
This year, notwithstanding the dark public mood, the American people are continuing to signal that they will not move to Romney unless they become far more comfortable with him. ABC News Pollster Gary Langer reported that “Mitt Romney is laboring under the lowest personal popularity ratings for a presumptive presidential nominee in midsummer election-year polls back to 1984.”
The latest evidence of this trend can be seen in the battleground state polls conducted by Quinnipiac in recent weeks in Ohio, Florida, Pennsylvania, Colorado, Virginia and Wisconsin. The President is leading in five of six of those states, and much of that lead is built on the simple fact that voters like him more than they like Romney.