Is this the secret to Rush Limbaugh's success?

Gossip more powerful than truth, researchers say - Yahoo! News

Ever talk to a Dittohead at length? I've found it nearly impossible to dissuade Dittoheads from their beliefs, even given fact after fact. And I think this research explains why. Radio is intimate, probably the most intimate of all mass media. And the bond formed between host and listener is the modern equivalent of neighbors gossiping over a fence.