The authors here argue that the "moderate" label is often an "average" of extreme positions. Add to accepting the average as meaning zero sigmas my own idea that people tend to think of themselves as moderate (except for "Inflexible on principle" extremists on both ends of the spectrum), and you belie the idea that there are a flock of middle-of-the-road, calm, careful, centrists that can be appealed to.
It would be nice to think that they are there. But are they, really?
Moderate voters are a myth
It’s time to stop using the word “moderate.”
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I'm pretty moderate, but still left leaning. I wouldn't vote for a very far left candidate (usually), and a few sane republicans appeal to me. If John Huntsman had won the nod last election cycle, I would have been quite torn over who to vote for.
I think moderates are simply people that avoid the extremes, probably within their own party affiliation, not voters that are just as likely to vote for one party over the other which seems to be author thinks they are.
SNL mocked those people that can't seem make a political decision, the ices the author thinks are moderates, but are really people that don't pay any attention to politics.
https://screen.yahoo.com/undecided-voters-000000231.html
+Travis Cobb Unfortunately, whether or not I pay attention to politics, it continues, and it does affect me.