This is not about personalities but about conservative principles and Rush has them.
Nonsense. It's about ratings and entertainment and Limbaugh evidently, provides enough to keep his audience servile and happy and his advertisers happy too. The fact that he can also espouse right-leaning politics is incidental.
But hey, nothing wrong with making a buck off your principles.
During the long dark disastrous years of the Clinton cabal, Rush kept many of us going and energized. Making money off his ideology? Sure and why not? Lots better than getting power from ideology.