Maybe it is this: the NH voters know Romney from his days as Governor, when he was the liberal on social issues, not too pleased with the Republican label, universal health care Romney. Perhaps the more Romney talks up his conservative credentials(e.g. attacking HillaryCare, anti-abortion and gay marriage) the more they scratch their heads. Or maybe his opponents were right: his numbers were inflated by huge ad buys and retail political activities. FEC figures show he spent approximately $4.3M in the state this year. Unfortunately for Romney, the bounce from all this money apparently has faded over time.