White, Conservative Christians hear a dunce like Paul Ryan talk sentimentally about "family values," and/or being a "good Christian," and that marks him as THEIR BRAND. That is all that's needed to convince a certain demographic that Ryan--in spite of his odious policies--is "their man."
Of course, if major P.R. companies weren't on the payroll of those backing Ryan and thereby producing stellar sounding, glib titles for policies that MEAN the opposite of what they say (and/or advertise) and other evocative sound-bytes, there'd be a chance for some of this demographic to wake up from their stupors.
Any Defense Attorney who takes on a client who's obviously guilty recognizes that he only has to convince PART of the jury to buy his legal argument. That's how today's mercantile mercenaries think. To win an election, approximately thirty-three percent of voters must identify with said candidates' cause and stated platform.
If more than half the country identifies as Conservative Christian (or something along those lines), odds favor this "brand." The fact that The Big Money is behind it, because authoritarians don't ask questions of Big Daddy, follow routines, and LIKE order, grants to candidates of this "persuasion" boatloads of financial backing.
"The House always wins" when casino capitalism is the game plan.