The most interesting thing about Senator Mark Pryor’s decision to tout his support for the Affordable Care Act in a well-financed, statewide television ad isn’t that he stands apart from other embattled Democrats this election cycle. It’s that Republicans scrambled to spin the story, insisting to reporters that Pryor couldn’t possibly be running on Obamacare if he won’t refer to the law by name.

This was poorly disguised Calvinball, a standard that Republicans invented for the special case of the ACA. Literally no other members of Congress are expected to refer to the laws they’ve helped pass by name or nickname. Republicans in the aughts weren’t expected to refer to the "Economic Growth and Tax Relief Reconciliation Act," or "EGTRRA," or “the Bush tax cuts,” or "the Bush tax cuts for the rich," no matter how unpopular the moniker became. They ran on having cut taxes, and wanting to renew those tax cuts. And sure enough when President Obama set about trying to let “the Bush tax cuts” expire, he conveniently omitted the popular ones. Which is to say, the vast majority of them. He made those permanent.

Nevertheless, several reporters fell into line. And good for the ref workers. Score one for them.

But if Obamacare is a huge liability for Democrats, why are conservatives and GOP operatives desperate to control the narrative surrounding Pryor’s decision to run on the law? If your opponent’s stepping on rakes, why not just stand back and let him?

The answer is that with respect to both Obamacare and other issues Republicans must rely on diversions from policy and outcomes when expressing their substantive and strategic views. We’ve reached a point in the fight over Obamacare where the best thing Republicans have on their side is the law’s unpopular brand. Particularly in states like Arkansas, where President Obama is widely loathed but his signature law has cut the uninsurance rate nearly in half. It’s deeply silly to argue that Pryor isn’t running on Obamacare unless he refers to it using one of two unpopular slogans. But that’s the argument.