Colin Powell has denied reports from earlier today that he is on the verge of endoring Barack Obama.

But in beating back those reports, the damage to John McCain has likely already been done.

Powell reiterated that he has no plans to attend the upcoming Democratic National Convention. That would make it difficult for him to deliver an address there on Wednesday night, as Bill Kristol had reported he had plans to do.

But Powell did not signal that he is at all enthusiastic about McCain’s candidacy.

Powell “likes and admires John McCain, and that would be a factor in anything he does if he decides to get more involved,“ one of his advisers said.

But, another Powell pal said, Powell “is looking for a reason to vote for him. He hasn’t found it yet.“

Wouldn’t you think that someone who has known a presidential candidate for more than 30 years—as Powell has known McCain—would know enough about him to know whether he wanted to support him?

You would. And Powell does. And that’s why he said this:

“I am keeping my options open at the moment,“ Powell said.

Powell’s formal endorsement of Barack Obama may never come. But it may be a moot point: Powell’s rejection of McCain’s candidacy is clear.