The great difference between the liberal and the sociological models, however, is that the latter can at least explain the former. It is easy to understand where the idea of politics as marketing comes from and why it has so much support if we think about the fact that it essentially serves the interests of exactly the same groups that other forms of commercial marketing serve: the wealthy capitalist elite. From the other side however, the liberals of the political class are completely mystified by the emergence of another model of politics, and can only denounce it in the most confused of terms. Calling someone mad is not an argument, but an admission that you cannot understand what they are doing. If anything demonstrates the redundancy of their models of both politics and leadership, it is this inability to grasp the motivations and the objectives of their opponents.