John McCain is walking a fine line. He and his campaign seem convinced that the “McCain brand” is their most valuable commodity. That brand is both ideological (maverick, independent) and personal (straight-talking, bound by a sense of honor). The latter poses a problem as he decides what aspects of his potential opponents to go after.

On one hand, he has no problem attacking Barack Obama’s “bitter” remarks. Today, as he has done before, he went after the “elitist” comments. But when it comes to Reverend Wright, he wants no part of any discussion or ad, even going so far as to try to shut down a North Carolina GOP ad featuring Reverend Wright.

For obvious political considerations–in particular for fear of being labeled a race-baiter–McCain is shying away from raising Reverend Wright. But to go a step further, as he seems to have gone, and declare the entire topic out of bounds seems like overkill. Worst still, it risks alienating his base (whom he otherwise has done a fair job of cultivating), as well as independent voters who are concerned about Wright.

Yes, McCain is an honorable guy, as even his opponents concede. However, the very topics which he wants voters to focus on (e.g. honor, patriotism, respect for fellow citizens) are inextricably tied to the Wright controversy. At some point, his holier-than-thou stance will cease making political sense.