I suppose it was inevitable in an election year when being known to buck conservatism in favor of big government agenda items isn’t something to brag about. Especially when you’re facing a potentially serious challenge from a conservative candidate in Arizona.

Back in 2008 joining with Democrats on issues like global warming, immigration, additional federal regulation, and campaign finance reform could help a Republican presidential candidate avoid getting completely stomped. But 2010 simply isn’t 2008, which is why you see John McCain flip-flopping.

First it was the placement of troops on the border and now it’s the very “maverick” label itself. He’s shifting rightward.

Arizona Sen. John McCain is trying to shake loose the mantle of the maverick brand he shared with former Alaska governor Sarah Palin in 2008.

“I never considered myself a maverick,” he told Newsweek. “I consider myself a person who serves the people of Arizona to the best of his abilities.”

How connected is McCain with the “maverick” label? A simple YouTube search reveals official presidential campaign ads proclaiming both McCain and Palin “mavericks”. The latter recently used the term again no less than four times when campaigning for her former running mate in Arizona.

(Palin has announced her endorsement of McCain over conservative challenger JD Hayworth in the Republican primary.)

I’m not quite sure who McCain thinks he’s fooling. His name is more connected to the word “maverick” than Barack Obama’s is to “hope and change”.