There's also this bizarre notion that the swing voter is usually in between the two parties, rather than having a bizarre and idiosyncratic mess of rather extreme views. The best example of a swing voter I know is the guy who owns the dry cleaner I go to who regularly (and I mean regularly) says that "the atom bomb" is the "solution" to North Korea. I know he's swung back and forth on who he votes for and he's basically what I imagine when I think swing voter: people who believe wacky nonsense that's so over the place that it doesn't really line up well with either party.
The vast majority of people in all countries, including the United States, actually agree with my ideology (no immigration, lots of welfare) but few politicians are willing to run on this winning platform because of monied influence.