Jim, I do hate to be disagreeable. However the last election was a prime example of what happens in the middle of the bell-curve. Those in the middle are often torn by the extreme ends disparate claims. I am politically centrist and so I consider both sides to be contrary to what I think is good management. Many are then forced, in a polarised choice, to pick a side in the absence of a group which accords with our own appreciation. Therefore the extremes, the voices that shout and loudest and get the bulk of the media attention, become the arguments which swing a voters' choice.
It all becomes a state of confusion and so the friendliest face is the one who (usually) wins. Look at Rudd for example - bright, smiley and affable along with "I'm here to help" persona - a real vote winner. But a complete dud.
