Wrong question. The correct question is "Why do independent polling firms try to push the idea that one side is winning?"
The answer is straightforward: conflict of interest. There is a huge market for telling people what they want to hear. Polling firms are really no different from palm readers. They will tell the one buying the fortune that his fortune is bright ... because that's what it takes to sell the fortune.
Example: Democrats and Leftists are desperate for Trump to lose. Desperate! They will click on ANY click-bait that appears to contain bad news for Trump, that says Biden is up five points or that promises a Biden victory in the Presidential election ... and Democrats/Leftists will rush whatever they read to their favorite message board, e.g. JPP, and pronounce the good news as though it is the gospel truth.
Conservatives, on the other hand, are not worried about this election. They know Trump is going to give Reagan's landslide a run for its money. They don't need any reassurances and thus they are not buying any click-bait. The click-bait market is what determines which poll "results" will be profitable ... which drives the poll "results."
I hope that answers your question.
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