"Appearances are significant, and never more than in politics. You can always sway the crowd, provided you have a good story."

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So may the outward shows be least themselves: The world is still deceived with ornament. In law, what plea so tainted and corrupt, But, being seasoned with a gracious voice, Obscures the show of evil? In religion, What damned error, but some sober brow Will bless it and approve it with a text, Hiding the grossness with fair ornament? There is no vice so simple but assumes Some mark of virtue on his outward parts.

— William Shakespeare