The war hero versus the marketing tool. The Union Leader:

In this primary, the more Mitt Romney speaks, the less believable he becomes. That is why Granite Staters who have listened attentively are now returning to John McCain. They might not agree with McCain on everything, as we don't, but like us, they judge him to be a man of integrity and conviction, a man who won't sell them out, who won't break his promises, and who won't lie to get elected.

Voters can see that John McCain is trustworthy. Mitt Romney has spent a year trying to convince Granite Staters that he is as well. It looks like they aren't buying it. And for good reason.