IMHO the MVP of the Administration this year has been Tony Snow. I trust his media knowledge and skill completely, and it appears the President does as well.
I am eager to hear what the President has to say, but with the Snowman advising him on this there is no doubt in my mind that we will not be disappointed. 'Rat candidate in close elections have to be dreading this response to Kerry.
Snow can prevent Bush from completely blowing the opportunity, but even he isn't nearly as "hard" as I'd like. It's true that the cool demeanor can work, that sometimes "less is more." But not always.