No, really, the campaign tool that worked for Bush in 2000. (Of course, he didn't, technically, WIN, but y'know, he came close enough.) But pretty quickly he realized that, with Tom DeLay running Congress and the media busy taping its own mouth over, he didn't have to do the whole "compassionate" bit.
"Gee, I like that compassionate conservatism Bush practiced."
"When was that? When he cut taxes for the rich while emasculating our social programs? When he denied birth control to AIDS-stricken Third World countries? When he killed thousands of innocent people in a meaningless oil-war?"
"Uh... good point."