It just reminds people that he is the front runner, that he has all the money, all the consultants, and all the advantages that come with that. Bush in the same position as Romney in 2012; he just appears to be a much weaker candidate, which makes this whole thing interesting.
I don't think he's weaker actually, he just has three times as many competitors.
Don't forget that Romney wanted to selfdeport illegal latinos. Jeb doesn't even want to selfdeport his own wife or kids, nor repudiate his own knowledge of Spanish lol.
Jeb might have issues with his surname, yet Romney had issues with his Mormon faith (and bullying a gay kid at high school).