Last night, Sean Hannity contemptuously declared that “it's obvious that the White House has done some focus groups and they've done some polling” because President Obama is now referring to “health insurance reform” and using “Republican words” like “choice” and “competition.” Turning up his nose at this “clearly market-tested” language, Hannity implies that conservatives don't need to use such a “Madison Avenue media campaign” because their proposals are popular with the American people.

This is, of course, the same Sean Hannity who has hosted Frank Luntz -- who has built his career on using focus groups and polling to find the words that turn public opinion -- nine times in the last nine weeks. Luntz hasn't been on Hannity's show to share his vast knowledge of the intricacies of the health care system; he's been there to impart wisdom like this:

LUNTZ: There's something that came up. The language that's used before, you're calling it a public option, which is what the White House calls it. Are you sure it isn't a government option. It's sponsored by the government and paid for by the government. It's one of the most important points in this entire debate.

If you call it a public option, the American people are split. If you call it the government option, the public is overwhelmingly against it.

HANNITY: You know what? It's a great point. And from now on, I'm going to call it the government option, because that's what it is. I mean, it's not -- it's the public option, but it's known in the vernacular that's been used pretty much in the press, it's been that option. So that's a great point.

That happened on August 18, two nights before Hannity discovered his hatred for “market-tested” language. On the other hand, Luntz's office is in Alexandria, Virginia, not on Madison Avenue, so I guess that's totally different.