… Though the details of the Affordable Care Act, as the final bill came to be called, left plenty of room for disagreement, its fundamental reliance on taxpayer-subsidized health care overseen by the federal government was a concept anathema to most Republicans. In a 28-page memo written by the Republican pollster Frank Luntz in spring 2009, Republicans were urged to use the phrase “government takeover” when referring to the Democrats’ health care package. Less heeded was another admonition in Luntz’s memo: “It’s not enough to just say what you’re against. You have to tell them what you’re for.” CONT.
Robert Draper, New York Times Magazine