I knew someone said something like that, but I couldn't remember where.
Also, I fixed and clarified my earlier post. But yes, framing is important. Due to the millions of dollars that have funded rightwing think tanks, media outlets and blogs, the right has an advantage when it comes to framing issues, and when you set the parameters of the debate, you should win a hell of a lot more than you lose.
Refusing to be drawn into the frame is the best way to do this (ironically, one of the best people I have seen to talk about framing in this respect is Mystery, the douche-bag magician and pick-up artist, not those involved in politics or marketing)