That's the key right there. Romney can throw money at a race, but ultimately, he can't connect with the people, which is why he has to do stupid gambits like trying to connect through comedians who've made their living out of making fun of the very people Romney is trying to connect with.
Gingrich, on the other hand, connects with people because he both believes the same things they do, and knows how to articulate them convincingly. Romney just reads a script and tries to fake enthusiasm for all that conservative Tea Party stuff.
Since when do the people want a trillion dollar Muslim moon base and environmental laws that ruin the economy?