As a professional, I am shocked, shocked I say, that lying is going on in these polls.
Trends are meaningful (see Rasmussen below), so long as the question wording is steady, but the absolute numbers are suspect. In particular, Republicans are likely to lie about their party, claiming to be Dems who hate the current sleazy liberal incumbent, while Dems are likely to lie about registration (and less often about their party). Despite all the lies, our product is useful for an educated consumer, it just is not the ground truth that many want it to be.