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It's really a matter of confidence. Whether or not Shapiro believes in what he says is irrelevant. He knows how to speak and will defend his points.
he has no shame and questionable at best morals and ethics, it's easier to be successful and make money when you have those traits.
And he uses the gish gallop technique effectively. If you spew bullshit quickly enough, people won't be able to correct what you say.
I would love to see a debate forum that cut each person's mic after a single point. But I doubt any of the people I want to see in such a forum would ever risk participating.
I have those qualities but empathy and concern for right get in the way. Oh, and I don't lie.
Edit: spelling
Stop having morals, you!
It's not irrelevant at all. To the contrary it speaks directly to his moral character.