@maxdancona,
It has "taken off" only in liberal circles.
The average American is clueless as to what it is supposed to mean.
He is hardly "awkward" on the subject.
While you were listening for anything you might attack, the rest of America heard him talk about how he reached out to find female candidates for his administration in Mass.
Take a look at the the actual record, not what you would like to believe or...more importantly...what you would like Americans to believe.
You're right though that he didn't answer the specific question which was chosen by Crowley as a softball for Obama.
The equity of women's salaries in the business world is an issue that sits at about #50 in the list of those most important to American voters. It's ridiculous to expect any candidate to have a policy for each and every issue that may exist.
Romeny, clearly doesn't have a policy, but his answer was intended to assure women that he values their contributions equally with those of men. By affirmatively seeking and choosing women for his administration, he evidenced this.
If that's not enough for voters and the issue is #1 for them, they will probably vote for Obama.
If you want to see it as a deciding issue in this election then you are either more clueless or more desperate than I imagined.