Frum isolates it:
[Non-wealthy Republicans] feel victimized, embittered, deeply mistrustful of every established institution except the military. And they are hungry for a candidate who pungently expresses their victimhood, bitterness and mistrust: Donald Trump? Herman Cain? Michele Bachmann? But of course, nobody does it better than the candidate who has made victimhood her core message: Sarah Palin.