A great many of the pro politicians are just like pro baseball players. They play to win. And they play to win for the team that picks up their contract. Morris is a player. You are a fan. Fans and players are different.
Morris has had two jobs. In the first he consults candidates and office holders. He is very very good at that. In his second job he is a commentator. His job is to garner audience and gain readers. It makes no sense to try to judge his job as political consultant based on his performance in his job of garnering audience.
It is like judging a stock car racer by his other job as a baker. You would ask how can this guy win a 20 lap race? Have you tasted his upside down cake? It has way too little icing. Morris's political job has nothing to do with the media job.
Morris's job as a political consutant was to get people elected. His clients have included Jesse Helms, Trent Lott and Bill Clinton. His track record is very good. HIS CANDIDATES almost always WIN.
His job as a commentator is to gain recognition and get people to read what he writes and listen to what he says. His media job is to attract attention and comment. You are proof that Morris is good at that too.