The Hermantor Experience is, by almost any measure, the hottest thing going in the GOP presidential primary (not named Chris Christie).

As Decoder wrote last week, former Godfather’s Pizza CEO Herman Cain is romping in straw polls (Florida, and, this weekend, the National Federation of Republican Women), killing it on social media, climbing in at least one national poll, and promoting a new book. Columnists at the Wall Street Journal and the Washington Examiner have both given him love.

It’s momentum and recognition that the Rick Santorums and Jon Huntsmans of the GOP world must be lusting after.

But Cain seems destined to squander it. And here’s why