Moral Values

"More to the point, the morality gap didn't decide the election. Voters who cited moral issues as most important did give their votes overwhelmingly to Bush (80 percent to 18 percent), and states where voters saw moral issues as important were more likely to be red ones. But these differences were no greater in 2004 than in 2000. If you're trying to explain why the president's vote share in 2004 is bigger than his vote share in 2000, values don't help." - Slate

On top of that, many of what people are talking about, in terms of questions asked in exit polling, is a question that merely asked people if they were influenced by "moral values." Well, that's more than misleading. The idea of a great moral divide in this country seems erroneous. I actually think, with all of their talk about reaching out (to people that support their agenda) this idea of a divide serves their purposes. It served their purposes in the election as well.
If there is a divide and Bush is moral, then the other side must be immoral. That is an oversimplification, but it gets to my point.

"The fact that this election - the first post-9/11 election, with a war in Iraq abroad and a changing economic situation at home - will be remembered by the we-need-it-simplified media as the "values" election, is [Ralph] Reed's great gift to us." - DailyKos, from Hullabaloo

The Democratic product has been branded, and branded negatively. With such an important event as the election, the Republicans have strengthened their language of values, and strengthened their own brand in the public's eye.