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Although you hit the two points of contrast, Edwards is by far more personable and has a broader appeal across demographics. Southerners who would rather be fricasseed than vote for some Massachusetts liberal will have no problem voting for Edwards, and doing so en masse. Rural voters have no particular reason to vote for voting for some citified egghead like Kerry, but will love Edwards, especially if they hear of the rural planks in his platform.
For sheer oomph and star quality, Edwards takes it with no reasonable dispute in sight. Many people vote simply on that, and that's huge.
Finally, think of the debate with Junior: Kerry will be dour rectitude, and although he may show Junior to be a flake and a dick, his patrician image will be off-putting to the bumpkin crowd. Edwards, on the other hand, trumps ALL OF BUSH'S STRONG SUITS: he's more personable, he's more likable and twinkly, he's more of a common guy, he's a real southerner and he comes from the working class. He will also obliterate Smirky because he's a much better debater than Kerry. The all-important moment of the toe-to-toe debate will be one where Kerry is all alone up there, without firefighters or veterans.
Edwards, on just the visceral "who's more likable" question wins hands down. Ask people, you'll see.
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