The Optics, man. It is all about the optics. If I hear that one more time, I will scream.

[chelsea0011]

Looking good ain't the same as action. And the repukes want to cut the shit out of the federal government.

[TheBlackAdder]

1. How about changing it up? "The Spectacles, man. It is all about the spectacles."

[UTUSN]

2. Well, the OPTICS being seen today and EVERY Twitler day doesn't help anything of theirs.

Except to their inexplicable Deplorables.

[Orsino]

3. Trump isn't about action. He's about optics.

He's got a particularly primitive view of what good optics are, which is why he still looks so damned stupid and awkward.

[LanternWaste]

4. I agree with you. It's a reason I find "we need a message" to be idiot-style thinking

I agree with you. It's a reason I find "we need a clear message people will react to" to be idiot-style thinking brought to us by a commercial America more interested in branding and thirty-second bites than policy and protocol.

Branding designed to appeal to the lowest common denominators has given us The Jerry Springer Show, Temptation Island and Donald Trump.

'No thanks' to the simple-minded who require a simplistic, bumper-sticker answer to complex questions.

[Wounded Bear]

5. Been that way for a long time with Repubs...

when they lose, it's never about policy, it's always about improving the brand.