It's easy for the guys who know what they are about. They simply parrot what they believe their target audience wants to hear. If today your goal is to become a rep for a conservative district in a red state then you say X. If tomorrow your goal is to appeal to an ultra-leftist viewership at a radically left leaning cable tv network then you say Y. Morals, principles and integrity are for saps. When your ambition in life is to be a human hyena these things all become clear.