I think the biggest lever is just what they decide to give airtime to. It's known that humans are extremely moldable by anchoring- whoever they hear from first they are more likely to trust, and repetition- whatever they hear most they are more likely to trust. Key arguments are picked in some weird process I have yet to figure out, and then 90% of prime airtime is going towards whether <1% of the population people should be able to identify as another gender instead of all the real stuff going on that people should be hearing about.