Romney comes from a very wealthy family. His business was a vulture investment business, which was really based on aggressive buying and selling of productive businesses - not that there’s anything necessarily wrong with that, but it’s not like he was busy producing cars, say, and employing people. Saying he was a “businessman” promotes that idea, which was clearly the image he wanted to give, even though it wasn’t accurate.
The only person who wants Romney to run again is Romney, but unfortunately, he has enough money of his own to buy the slot again. I already receive about 3 emails a day from the Romney campaign, presumably based on GOP voter lists that he has bought, and this just started about a month ago. So you can see that he’s already opened his wallet.
Also, the government was bailing out these businesses they were purchasing. It looked like he knew in advanced which businesses the government would help with subsidies and tax breaks.
Not so sure that he does, though all the attention may turn his head. He didn't really want the job that much last time, so it's hard to make the case for running again.
But there is an opening for an elder statesman in the party -- speaking at fundraisers and conventions, raising money for the party -- and it's one that Mitt could fill.
If Hoover and Landon and Dewey were good enough as GOP elder statesmen, it's hard to argue that Mitt won't do, and at close to 70, he's certainly got the "elder" part down.
Arguably it would be better both for Mitt and the party and for his influence in the party if he didn't run, but politicians are vain creatures and all this publicity may be going to his head.