Beyond his control:
The economy and changing demographics played a role for sure.
Like Bob Dole, he was too old, stiff, and perceived as uncool, unfunny, and part of the establishment. The wrong candidate.
Within his control:
His own pandering years past (2002) “McCain Feingold” (Which he was very proud of) helped do him in today. Kinda ironic isn't it?
Sarah Palin - 2012!