People who supported Obama felt like they formed a relationship that they were being spoken to. The way that campaign worked and the way he's worked during his first term is to make people feel like he's grasping their hand whether it's by tweeting or email moments after an event sometimes during an event. It makes people relate to him.
You have a political and media elite who have an idiom by which they describe politics. It's highly highly polarised. It's right left red blue up down victorious crushed.
The great enemy of clear language is insincerity. When there is a gap between one's real and one's declared aims one turns as it were instinctively to long words and exhausted idioms like a cuttlefish squirting out ink.