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The problem is that swing voters focus on only one issue, and it's the issue that impacts them the most. It might be just the genocide in Gaza and how the current administration is handling it. Or might be just healthcare. Or just women's rights. Or the economy. They don't seem to look at the big picture and can't weigh their personal feelings against all the issues as a whole. They can't say "I'll take a hit on the economy if women's rights and abortions are better for the people as a whole ". It's often what impacts them most. From what I've read, the economy is the biggest issue and as long a they think they might be better off with Trump, they'll vote for him, regardless of the impact to everyone else.