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My guess is that Romney was never running, and that his suggestion that he might was a reminder to the field that he still draws a lot of water, and that he can strongly influence his donor base to support whomever he advises them to support. He wanted his endorsement to matter to more than just the newspapers when he decides to give it. He's been in the news promoting "ideas" on, for example, reducing the wealth gap. What's the point of publicly espousing suggestions of people in power aren't going to listen? He even had the president's press secretary singing his praises today. To me, that's the most likely explanation for this grand publicity stunt.