When Rush Limbaugh left his job as a nurse he switched to radio broadcasting in Sacramento.  It has been reported that a discovery he made prompted him to develop an approach that has served him ever since as a key to riches.

Limbaugh observed that when he turned into a sour curmudgeon spouting hate for the approval of the perpetually disgusted his ratings soared.  The rest is history as he achieved a radio standing in which he reportedly plays to an audience of 30 million listeners per week as delighted sponsors reward him with contracts involving millions of dollars.

Limbaugh's on the air blitzkriegs, while offensive to those of sensibility and sensitivity, provide a measure of comfort to those who delight in being uncomfortable.  

His non-stop gutter sniping at anyone to the political left of his listening audience, which might well be anyone other than his 30 million faithful along with those so busy watching Fox News that they lack sufficient opportunity to pay him sufficient due, is a two step approach.