My favorite term for undecided voters often gets a lot of complaints. But I think it's important to understand that "centrist voters" - which conform to some Beltway Pundit view of centrism - and "swing voters" are almost entirely different animals. Centrist voters who conform to the rough Washington Post editorial board center-right position do exist, but most of what we think of as "swing voters" are either completely clueless or they're more in the Ross Perot/Pat Buchanan/Reform Party mold (not mutually exclusive categories) for which there is no clear party.
You reach clueless voters by leading, not pandering, because their cluelessness makes them somewhat difficult to pander to.
And, no, saying people are clueless about politics is not necessarily insulting them. I pay attention to politics. A lot of people don't. They may be smart about many things but not so smart about politics.
