I agree. I think I read that in the 1980 Reagan-Carter matchup, there were 23 opinion polls taken - total.
The news outlets are now engaging in polls to MAKE news, so they are unreliable on their face.
A lot of these polling organizations have a list of people they call on a regular basis so they can get a poll out whenever it is needed. Of course it is easy to manipulate such a list to get the desired result.