How can neocons wreck the US by getting it into wars it cannot afford nor need–and then maintain influence nonetheless in the corridors of power. Bottom line? Its all about how you sell it. (They appear to wielding disproportionate influence over Mitt Romney, hence foreign policy realist and professor Stephen Walt explains the strategy).
Interestingly enough, this tactic has some grounding in behavioral economics. In a justifiably famous experiment reported in the Journal of Marketing Research, Itamar Simonson and Amos Tversky showed that consumer choices were powerfully influenced by “framing effects,” and in particular, by the set of choices that the test subjects were given. When the subjects were offered a choice between a cheap camera with relatively few features and a more expensive camera with lots of them, their choices divided more-or-less evenly between the two. But when a similar group was given the same two options plus a third — an even more expensive camera with even more features — the percentage that preferred the middle choice rose dramatically. Why? Because being presented with the option of a really expensive camera made choosing the second most expensive seem less extravagant: It became the sensible “compromise” choice.