According to The Baffler Newsletter it is how Mitt gets them to see him as one of them. It is a somewhat long and interesting read. Thanks to Dan Gillmor for bringing this to attention.
In part the New York Times had it right, for as much as it’s worth: Romney’s prevarications are evidence of simple political hucksterism—“short, utterly false sound bites,” repeated“so often that millions of Americans believe them to be the truth.” But the Times misses the bigger picture. Each constituent lie is an instance pointing to a larger, elaborately constructed “truth,” the one central to the right-wing appeal for generations: that liberalism is a species of madness—an esoteric cult of out-of-touch, Europe-besotted ivory tower elites—and conservatism is the creed of regular Americans and vouchsafes the eternal prosperity, security, and moral excellence of God’s chosen nation, which was doing just fine before Bolsheviks started gumming up the works.
A Romney lie in this vein is a pure Ronald Reagan imitation—as in this utterance from 2007: “In France,” Romney announced on the campaign trail, “I’m told that marriage is now frequently contracted in seven-year terms where either party may move on when their term is up.” And just as Reagan was found to be reciting film dialogue and jump-cutting anecdotes from his on-screen career into his pseudobiographical reminiscences on the stump, so it turns out that Romney picked up the marriage canard from the Homecoming Saga, a science fiction series written by Mormon author Orson Scott Card. (Another reason for students of Romney’s intellectual development to queasily recall that he told interviewers during that same 2008 presidential run that his favorite work of fiction was Battlefield Earth, the sci-fi opus by Scientology founder L. Ron Hubbard, a consummate shakedown artist in his own right.)
Closing the sale, after all, is mainly a question of riding out the lie: showing that you have the skill and the stones to just brazen it out, and the savvy to ratchet up the stakes higher and higher. Sneering at, or ignoring, your earnest high-minded mandarin gatekeepers—“we’re not going to let our campaign be dictated by fact-checkers,”as one Romney aide put it—is another part of closing the deal. For years now, the story in the mainstream political press has been Romney’s difficulty in convincing conservatives, finally, that he is truly one of them. For these elites, his lying—so dismaying to the opinion-makers at the New York Times, who act like this is something new—is how he has pulled it off once and for all. And at the grassroots, his fluidity with their preferred fables helps them forget why they never trusted the guy in the first place.