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@Oliver Schick
That soundbite thing bothers me, as well. Back in 2010, Polly Toynbee did interviews with the then Labour leadership candidates.
http://www.theguardian.com/politics/series/toynbee-test
I thought they were all worth watching, even Diane Abbott. At the time, I thought Ed Miliband was the only one who said some concrete, non-soundbitish things. I thought his brother was the worst, talking completely vapid, soundbite-infected bollocks. The others were all somewhere in between.
Needless to say, Ed Miliband didn't exactly stay off the soundbites during his time as leader, and, of course, lost the next general election, so it's anyone's guess if this is of any importance. I imagine if someone was very good with the soundbites, as opposed to clumsy and obvious, they would stand a better chance of being elected, although perhaps it is already testament to people being clumsy with soundbites if we recognise them as such, and being skilled with them would be interpreted as 'consistently on-message' and 'good communicator'. :)