Dana Milbank at The Washington Post:
http://www.washingtonpost.com/opinions/jeb-will-always-be-a-bush-whether-he-runs-from-it-or-not/2015/06/15/89a84278-13aa-11e5-89f3-61410da94eb1_story.html
If Jeb Bush is going to run for president as something other than a Bush, it will take a transformation worthy of Rachel Dolezal.
And yet the former Florida governor, who once accidentally checked Hispanic on a voter registration form, is doing everything but change his appearance to de-emphasize his inheritance. His presidential campaign logo, introduced over the weekend, is a simple exclamation: Jeb! His brother, the 43rd president, and his father, the 41st president, were not in attendance for his presidential announcement speech in Miami on Monday. He didnt even mention them until nearly the end.[...] His name is the reason he is a leading contender on the presidential stage, the reason he has an enormous campaign war chest, and the reason he became Floridas governor in the first place. Yet he is pointlessly running from it.