The worst part of the pre-primary phase of the GOP presidential race has been all the people "running for president not to be president but as a branding exercise, to sell books and get a cable contract and be a public figure," Peggy Noonan wrote in the Wall Street Journal. "In an endeavor like this you have nothing to lose and everything to gain," Noonan said. "You're not held back by any sense of realism as to your positions, you don't have to worry about them being used against you down the road because there won't be a down the road. You can say anything. And because you do you seem refreshing. People start to like you — you're not like all the others, who are so careful. You rise, run your mouth for a month and fall."