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Why not "negotiate with the Iranian people?"  Well, to get technical about it, they're not the ones controlling Iran's nuclear program.  That's not a minor issue.  For all this talk about how states are irrelevant in the 21st century, on matters of hard security not much has changed.  Lest Friedman or anyone else doubt this, recall that the Iranian state has proven itself more than capable of suppressing the Iranian people over the past four years.

Iranians take nationalist pride in the technological accomplishments of their national nuclear program.  Furthermore, in a propaganda war between the U.S. government and their own government, the U.S. is probably gonna lose even if it possesses the better argument.  For all of Friedman's loose talk about the power of social media in a digitized world, he elides the point that one of the sentiments that social media is best at magnifying is nationalism

Friedman's "break all the rules" strategy is as transgressive as those dumb-ass Dr. Pepper commercials.  Worse, he's recommending a policy that would actually be counter-productive to any hope of reaching a deal with Iran.

So political leaders -- those in Congress and those vying for the White House -- can generally buck the public on foreign policy without losing votes. It is not that politicians entirely ignore voters’ foreign policy views. But, at least compared with tax and entitlement issues, politicians have considerable rope to pursue their own agendas. Only in rare circumstances, such as very unpopular wars, do voters hold politicians to account on foreign policy.

No state menaces U.S. borders or regularly checks U.S. military actions abroad, as the Soviet Union once did. Trade accords matter a good deal for certain industries, but most of us barely notice them. For the majority of Americans, even the war in Iraq brought little worse than marginally higher tax rates and unsettling TV images. With bigger things to worry about, such as job security and health care, Americans have little incentive to inform themselves about foreign policies; it is rational for them to remain ignorant. 

Realists and other reliable skeptics of intervention are essentially confined to the academy, while true isolationism has become virtually extinct in Washington.