It all began with a basic question from our Starting Point panelist, comedian John Fugelsang.
Yesterday on the show, Fugelsang asked Mitt Romney adviser Eric Fehrnstrom if his candidate has moved too far to the right that it might hurt him with moderate voters.
"I think you hit a reset button for the fall campaign. Everything changes," Fehrnstrom responded. "It's almost like an Etch-A-Sketch. You can kind of shake it up, and we start all over again."
In the hours after that quote, the Etch-a-Sketch reference caught fire on social and traditional media, with video and photos of Rick Santorum and Newt Gingrich making reference to the toy. They both claimed the reference to the nostalgic toy was a symbol of Romney's constant shifting on issues.
The furor even prompted a response from Mitt Romney, who said "a general election campaign takes on a different profile...the issues I am running on will be exactly the same. I am running as a conservative Republican. I was a conservative Republican governor. I will be running as a conservative Republican nominee, at that point hopefully, for president. The policies and positions are the same."
This morning, Starting Point panelists Will Cain, John Fugelsang and Ryan Lizza respond to the uproar. Cain said he thinks the furor will die down by 10am Eastern this morning.
"This is a Twitter-fueled, political, granular story," Cain says.
"Social conservatives might disagree with you," Fugelsang responded.
See the segment above and weigh in. Do you think the Etch-a-Sketch line was blown out of proportion or is important to the GOP race?