Bush has nothing to be ashamed of. Defend his service, and bash Kerry over the head with his poor judgment in falsely accusing soldiers of atrocities, throwing away other peoples' medals, etc.
By the way, the dems started this so it is all fair game! It really troubles me that the repubs can't turn on a dime, as is needed: "Senator Kerry, I served in the national guard and flew jet fighter aircraft and was ready to be called to combat as so many brave guardsmen were in Iraq. But this election is about our ability to make sound judgments as president. I applaud the bravery you showed when called upon in a combat situation. But in my opinion you disqualified yourself from the presidency when you then chose to appeal to left wing politics in Massachussets by condemning your fellow soldiers as war criminals and accusing them of the most outrageous atrocitiies - which you later had to admit you saw none of in Vietnam. And I also respectfully believe you showed poor judgment when you made a public show of throwing away soldiers' war medals - medals of the type you now display in your Senate office." etc.
Contrary to conventional wisdom, Dean's demise had nothing to do with his infamous melt-down after Iowa. Remember -- his meltdown came after he had finished third in a state where he had piled a ton of money and resources. His "official" term as front-runner for the Democratic nomination ended when the U.S. military dragged Saddam Hussein out of that hole in Iraq.
Since the economy and the war aren't the major issues it was hoped they would be, the Democrats are in a position where they must bank on a long-shot: they will put forward a candidate who can claim that he never liked Saddam Hussein (hence his voting record in the U.S. Senate), but "would have done things differently." Since the party is devoid of any ideas about how things might have been done "differently," they are left in a position where they must rely on a candidate whose only real claim to fame was that he did something heroic in Vietnam more than 30 years ago.
You are exactly right. I would only add that the Dems don't want anyone to examine Kerry's war record, which is also worthy of scrutiny. Four months in Vietnam, three superfiical "wounds", and Kerry's initiation of a request to be reassigned Stateside using an administrative rule about being wounded three times. The best defense is a good offense.