MotherJones quotes Frank Luntz — a man I trust implicitly and without let — as saying the right’s famously loud mouths onna radio-machine are making things worse [for the GOP] (via).

See, since this sentiment’s patently, excruciatingly the case, I’d be, well, not “impressed”…let’s say “slightly less inclined to mock it” — if the above linked MotherJones article had not first quoted a chunk o’ LuntzSpeak thusly:

It’s not what you say that matters. It’s what people hear.

That’s Frank in a luntzshell, ladies and gentlemen, right there. Or, as Joseph Palermo put it a year ago on HuffPo:

This advertising technician [Luntz] has proved that George Orwell was correct in his prediction that political language would be manipulated by the most powerful elements of society to entrench their power. Like Norquist, Luntz has become a power among the organized Right because his amoral, unethical, manipulative, dishonest, and downright greasy wordsmithing for the 1 percent works wonders and has already polluted our public discourse. With no real watchdog in the press exposing his lies and misinformation Luntz has been free to employ his techniques with great effect for his right-wing clients.

Fortunately for lovers of trooth and defenders of Civilization™, it ain’t just what people hear, it’s what they *want* to hear, and more accurately, what they’ll shell out their hard-earned Bitcoins to hear. The fetid fond of what remains of the GOP loves them some repugnant shit, and, if the free market has taught us anything, wherein lies a buncha suckers with fat wallets and hate in their hearts, earners gonna earn off ’em, amirite?

In short, if Luntz is really concerned about messaging, he better hope tha dregz start wanting to hear something else — or else that they start maxing out their Diner’s Club cards. Or possibly that Ammurricans get over their love affair with pizza-pie, so sales go down the pooper.

I mean, soda futures are tanking, so who knows?

Article title a quote by Aakash Abbi, in Secret Tape: Top GOP Consultant Luntz Calls Limbaugh “Problematic” by David Corn on MotherJones. For other, more cogent, takes on the Right’s perverse political incentives, see pretty much the whole last couple of year’s worth of Jonathan Bernstein. It’s a theme that comes up repeatedly, the why for the life of me I can’t figure out.

NSFW, play me out:

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