A bit of Paul Kelly might be instructive here
The two great myths are Abbott as extremist and Abbott as ideologue. The Australian public shuns such traits and Abbott’s poll ratings affirm this is not how the public sees him. The effort to paint Abbott as extremist and ideologue, once Labor’s central strategy, has failed so far.
Labor, however, cannot give up. Undermined by its own dysfunction, it will keep playing the Abbott card because it has few other options and is convinced he is a destructive force unfit to become prime minister. Labor’s last hope remains a bet against Abbott’s political character.