I can’t really inhabit the mind of an undecided voter, but Vance’s most effective trick to me is pretending to care about some issue like climate change or healthcare in a just-for-the-sake-of-argument sort of way, and then lying through his teeth to make whatever policies the dems were espousing seem ineffective by their own criteria. All while not actually giving a shit about the issue and supporting policies that would make things infinitely worse (which of course he doesn’t mention). It’s absolutely poisonous.