Frank Luntz knows how to "frame" an issue. He's good at it. On the Democratic side we have marketing framers, but no one listens to them. The party that knows how to govern, albeit badly, are Republicans. They get things done and will resort to anything to push their agenda.
The bizarre aspect to all of this is that people like the "sound" of the rhetoric and buy into it. Keith Olbermann takes a peek at the ugly innards.