re: #37 researchok

Absolutely- substance is never the real issue- it is the perception of credibility that matters most.

Tom Selleck and George Foreman, for example, elicit lots of trust- and that’s why the products they endorses, sell.

I don’t see marketing people lining up to give Sean Hannity a job as a product spokesperson.

Sean Hannity shouldn’t be given a job working at McDonalds.