Actually back in the day in Sacramento when Rush was a nobody, doing late night, he used to hit the back door and do a doobie before going back on the air...at least that’s the story I have from folks in the know back in the day.
Anyway, one day. Rush hits on the conservative talk which was non-existent at the time and the rest is history. Not knocking him for creating his niche, but folks have to realize its all infotainment. Just a means to sell soap. If the soap stopped selling during his time slot, then trained monkeys pounding tamborines would replace him....as long as THEY so the soap.
All the so-called pontificators are just that...soap sellers. If you like that brand of soap then buy it...I hear that LUX Flakes are the best on rayon stockings.
Anyway, it makes it easier to sell something when you believe in it. Break it down, it's actually all sales. Each person is trying to sell their ideas and ideals. Religion, politics, soap or pizza. The best salespeople are true believers.