The Democratic National Committee has launched this new TV ad on national and D.C. cable, warning against the high costs involved in the health care debate -- that is, the cost of not enacting reform:

"What's the cost of not reforming our health care system?" the announcer asks. "Premiums rising faster than your paycheck; insurance companies dictating more and more medical decisions; denying you coverage, while their profits soar."

This is continuing a line of argument that President Obama made last night at the press conference, presenting the continuing status quo as an alternative plan that is inferior to his own proposals -- thus shifting the burden of proof in the argument.

Also notice the cast of villains in this ad: Michael Steele, Rush Limbaugh, Sen. Lindsey Graham (R-SC) -- and the new star, Sen. Jim DeMint (R-SC).