Selling Kerry

In the Washington Post today, an article on the insiders of the Kerry campaign and their plan to sell Kerry to the public as a "centrist." Says the Post...

As he prepares for the most ambitious and defining phase of his presidential candidacy, Sen. John F. Kerry (Mass.) is relying on image-makers schooled in traditional Kennedy liberalism to sell himself anew to voters as a 21st-century centrist Democrat, a muscular hawk on national defense and deficits.

Old-School Team To Sell Kerry as Modern Centrist

What's wrong with this picture?

Other than the obvious, that Kerry isn't a centrist but an unreconstructed Massachussetts liberal?