Mitt Romney's "them" vs. Bill Clinton's "I and thou"

Garance Franke-Ruta notes that in Romney's latest heart-to-heart ad, in which he faces the camera and addresses voters directly, he refers to middle class voters as "them," rather than "you." Franke-Ruta flags this as a fatal tell:

The problem with Romney's campaign is not just a secret video, or media- and PAC-hyped candidate gaffes. It's an approach to talking to and about people in a way that is othering, rather than empathetic -- so much so that in direct appeal to middle-class voters, Romney doesn't think to say (or, rather, no one on his campaign thinks to have him say), "The difference is my policies will make things better for you." 

The anti-Romney in this regard is Bill Clinton, the ultimate feel-your-pain politician, the Star Trek-caliber empath.  Exhibit A: when Clinton famously ad-libbed almost half his DNC speech earlier this month, the additions added not so much substance, as intensity, and as I noted at the time, a big part of that impassioned buttonholing was injecting a lot of extra we's, I's and you's: