An excellent opinion piece in the WaPo:
A Coalition of Conviction
By Kate O'Beirne
Republicans were mocked when popular social liberals Rudy Giuliani and Arnold Schwarzenegger were showcased to make their party's case on national security and economic opportunity at the national convention in New York. What Democrats saw on the podium were dissident Republican politicians with enlightened views on abortion and gay marriage who had been enlisted in order to deceive voters; what we were all actually looking at was the makings of a successful majority party.
The moderate Republicans who spoke at the convention are at home in their conservative, pro-life party and represent countless others who share their views on such issues as foreign policy, tax rates or tort reform. Political parties are coalitions, and elections are won when a self-confident party can remain faithful to its core principles while appealing to voters with different priorities. President Bush's success exemplifies that approach: He is unapologetically opposed to abortion but passes no judgment on those who disagree with him and encourages them to find common cause with him elsewhere. Last year, Sen. John Kerry was calling pro-lifers "the forces of intolerance."
The election was won because neither Bush nor his party pretended to be something they're not. George Bush was the Real Deal running against the Great Pretender.