Yes it is silly. But it works. Look at Tina Fey’s “I can see Russia from my house”, Romney with the dog on the roof, and Dan Quayle’s potato/potatoe thing. That is the highest level of thinking of 1/3 (at least) of the voters.
Discussions of budget reforms and constitutional theory don’t do much for them.
To a Liberal like Hillary, “Constitution” is a twelve letter word. To Joe Biden “Jobs” is a three letter word.