Rich has a great writing style that uses sharp wit to make his points, but even more important he never feels the need to degenerate into personal insults. At no point does he feel the need to label Bush as an idiot or stupid, instead he looks at other factors in trying to explain what happened. Personally I've never thought Bush was stupid, his campaigns and public image actually needs some brains to maintain. And as Rich points out Bush got the same marks in college that Gore did.
As an insight into spin doctors and political control this book is a great read, and witty to boot.