It largely comes down to the amazing power of the rural vote for conservative family values.
Values drive how you approach any solution even when you don't yet know of the problem yet to come. Values determine how your character will grow as you work through situations.
People in rural areas realize you can fully trust another if you can discern their value base.
Kerry never showed a solid set of values or core principles. Consequently, those who still understand character knew he could not possibly be a good fit for president.
I generally fear we are losing this "uncommon sense". However, for now, we are safe.
There's still hope. Bush did 8 points better in urban areas than he did in 2000. In fact, he did better in 49 states (Vermont was the exception) and with almost every demographic group.
The author mentions Wal-Mart republicans. When Wal-Mart ran out of rural areas, they started creeping into the cities.