MSNBC's Chuck Todd explains the “comeback” narrative:

“What they're [the McCain campaign] hoping is that the media buys into the comeback story. I noticed today: LA Times used 'comeback' in their headline. Wall Street Journal used 'comeback.' That's what they're hoping. And, in this case, they're hoping perception becomes reality. If you say the word 'comeback' enough, maybe voters will actually -- 'Oh, ok, we'll do a comeback.'”