We (our rather, the citizens of the country in which I reside, but cannot vote) are about to get a new president. Central to the discussion has been change. Obama notoriously uses the word at every opportunity.
But McCain and Palin have been talking about the concept of change just as much. It’s just that, while Obama has owned the word itself, McPalin have found other ways to refer to, and attempt to claim, the concept. In particular, Palin has used the word maverick almost as often as Tina Fey has.
A maverick is an unbranded range animal, especially a motherless calf. It can also mean a person who thinks independently, a lone dissenter, a non-conformist or rebel. There’s other good stuff at Wikipedia, but the point is that Palin associates herself and McCain with change by describing the two of them as non-conformists. (If you want to address the question of how each can be both a lone dissenter and the running mate of the other, please do so in the comments.)
Now, if you wanted the American people to associate you with change, which word would you choose? A one-syllable word, preferably change itself? Or a three-syllable word meaning a motherless calf? And, if your opponent has already claimed the C-word for himself, would you reinforce the central place of change in the discussion? Perhaps you had to, unless you wanted to campaign on four-letter words like Bush and same.
By the way, Changing Way makes no official endorsement of either candidate. But you can probably detect endorsements unofficial and subliminal.