From an article in today's New York Times titled
With a Month to Rally, McCain Hones His Attacks:
But some Republican strategists who once worked for Mr. McCain say that the attacks and false statements have weakened the brand he built over the years as a straight talker who lamented the bitterness of modern politics. More than half of the respondents in a New York Times/CBS News poll said late last month that Mr. McCain spent more time attacking Mr. Obama than explaining what he would do as president.
McCain's campaign this year casts his previous lamentation about the bitterness of modern politics in a new light. He wasn't lamenting personal attacks or unfair attacks or even attacks against him, so much as he was lamenting attacks against him that were effective in derailing his campaign.