on the surface, he is the man from hope v2.0. He appeals to the fundies because he talks about god, he appeals to the NeoCons cause he is for foreign invasions, he appeals to the moderates because he is for raising taxes and social spending, and they think he will appeal to the moderate Democrats for the same reason. He appeals to the Press because he can lie like a rug, just like ol Billy.
If your goal is to put an empty headed well intentioned but otherwise incompetent who will rubber stamp what hes told in the white house, he is the perfect candidate.