the problem with this country is we don't talk about issues, we talk about people, and who is and isn't a good person, and we don't talk about policy, and what is just policy. Half of it is celebrity culture, and how public relations and the press games reputation by pushing your emotional buttons.
They also use this in dogwhistle politics. For example, niether party is really ended the wars, stopping the mass surviallence, or ending the security state or warrantless wiretaps, but they use the "good guy/bad guy" image to get Americans to swallow otherwise bad policy because it comes from a source they are conditioned to accept.
But again, who cares about snowden, lets instead talk about what he revealed, because he has some pretty hard proof, and its some pretty glaring contradictions between US policy and rhetoric.