Here's a great point brought up by someone from pollster.com
http://marcambinder.theatlantic.com/archives/2007/11/polling_over_the_holidays_a_ca.php
It's our job to be aware of the biases (not necessarily in the ideological sense - probably more nefariously in the statistical sense) that may be lurking behind released polling data.
Let's remember it's the same organizations that exist today (for the most part) that have made tremendous follies in the past, e.g., the prediction that we'd have a President Landon (!)
Of course all polls should be taken with a grain of salt and everyone knows that, so whenever info gleaned from polls is presented, it always (at least implicitly) carries the appropriate caveats. But the above is useful for illuminating some of the things that should always be in our heads.