It's Bush and Cheney's image that needs help - a lot of it.
Just look at that latest house seat lost, after an all out push by the strongest members of the Republican party.
What happened in the intervening three weeks helps explain why. The G.O.P. didn’t merely step up its expensive negative campaign, attempting to take down Mr. Childers (who is a white, conservative Democrat) by linking him with Mr. Obama, a ranting Rev. Jeremiah Wright and Nancy Pelosi. It also brought in the party’s big guns. Mr. Bush and Mr. McCain recorded mass phone pitches for Mr. Davis. Karl Rove and Mr. Cheney campaigned for him.
The vice president’s visit was last Monday, the centerpiece of a get-out-the-vote rally in DeSoto County, a G.O.P. stronghold. “We’ll put our shoulders to the wheel for John McCain,” the vice president promised as he bestowed his benediction on Mr. Davis. Well, he got out the vote all right. In the election results the next day, the Childers total in DeSoto County increased 142 percent, while the Davis count went up only 47 percent.
The district as a whole is the second whitest in Mississippi. (Its black population is 27.2 percent.) It’s the sole district Mr. Obama lost to Mrs. Clinton in the state’s Democratic primary in March. Yet even in this unlikely political terrain the combination of a race-based Republican campaign and the personal intervention of Mr. Cheney energized enough white moderates and black voters to flip the district to the Democrats. Keep in mind, it’s the Deep South we’re talking about here. Imagine how the lethal combination of the Bush-Cheney brand and backlash-inducing G.O.P. race-baiting could whip up a torrential turnout by young voters, black voters and independents in true swing states farther north and west.
http://www.nytimes.com/2008/05/18/opinion/18rich.html
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This type of "sweetie" attack is what's going to cost the Republicans the election. They keep trying it, and the more they do the more ground they lose.
At a certain point, voter fatigue (both of Bush, and these types of silly "attacks") are going to create havoc on their party.
Let's hope they continue. 
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