It works like this: You wouldn't want to be a bigot would you why the latest poll shows that {black issue/ gay marriage issue/ whatever issue} is favored by 51% of the population. That up from 40% just a year ago, you too should reconsider your position.
Polls are the supreme temptation to make conservative politicians abandon their principles in favor of popularity.
The thing a lot of people might not be considering, though, is how they tighten up the methodology and accuracy just prior to an election, so that even the most gamed, rigged polls LOOK like they were credible.
This is what I mean by 'the Credibility Scam'.