The nature of this peculiar primary season — the reason it seems at odds with both the 2009–2010 political narrative and the seriousness of the times — was determined by Mitt Romney. Even if you don’t mind Romneycare, or the abortion flip-flop, or any of the rest, there’s a more basic problem: He’s not a natural campaigner, and on the stump he instinctively recoils from any personal connection with the voters. So, in compensation, he’s bought himself a bunch of A-list advisers and a lavish campaign. He is, as he likes to say, the only candidate with experience in the private sector. So he knows better than to throw his money away, right? But that’s just what he’s doing, in big ways and small.

Small: It’s a good idea to get that telegenic gal (daughter-in-law?) to stand behind him during the concession speech, but one of those expensive consultants ought to tell her not to look so bored and glassy-eyed as the stiff guy grinds through the same-old-same-old for the umpteenth time. To those watching on TV last night, she looked like we felt.

Big: Why is the stump speech so awful? “I believe in an America where millions of Americans believe in an America that’s the America millions of Americans believe in. That’s the America I love.” Mitt paid some guy to write this insipid pap. And he paid others to approve it. Not only is it bland and generic, it’s lethal to him in a way that it wouldn’t be to Gingrich or Perry or Bachmann or Paul because it plays to his caricature — as a synthetic, stage-managed hollow man of no fixed beliefs. And, when Ron Paul’s going on about “fiat money” and Newt’s brimming with specifics on everything (he was great on the pipeline last night), Mitt’s generalities are awfully condescending: The finely calibrated inoffensiveness is kind of offensive.

And what’s with the wind up? The “shining city on the hill”? That’s another guy’s line — a guy with whom you have had hitherto little connection other than your public repudiation of him back in the Nineties. Can’t any of his highly paid honchos write him a campaign slogan that’s his own and doesn’t sound in his mouth so cheesily anodyne, as if some guy ran a focus-group and this phrase came up with the lowest negatives?

And where, among all the dough he’s handing out, is the rapid-response team? Newt’s “spontaneous” indignation at John King was carefully crafted by Gingrich himself. By contrast, Mitt has a ton of consultants, and not one of them thought he needed a credible answer on Bain or taxes? For a guy running as a chief exec applying proven private-sector solutions, his campaign looks awfully like an unreformable government bureaucracy: big, bloated, overstaffed, burning money, slow to react, and all but impossible to change.

Mitt’s strategy for 2012 as for 2008 was to sit on his lead and run out the clock: Four years ago, that strategy died in New Hampshire; this time round it died one state later. Congratulations! Years ago, I was chit-chatting with Arthur Laurents, the writer of West Side Story and The Way We Were and much else, about some show that was in trouble on the road that he’d been called in to “fix.” “The trouble with a bad show,” he sighed, “is that you can make it better but you can never make it good.” The Romney candidacy is better than it was four years ago, but it’s not clear that it’s good. Mitt needs to get good real fast: A real speech, real plan, real responses, and real fire in the belly. Does he have it in him?