Part of it is a deliberate tactic of the right: embrace left wing rhetoric and framing: social safety net, etc...  , while still pushing the same neolib policies under the radar (we have to burn this village state owned public service in order to save it).

Also, enrolling supposedly lefties politicians to carry out the dirty deeds, like Blair. In France, Sarkozy has become a master at both the "progressive" rhetoric (to the point where he's alienating his most conservative base) and at luring personalities from the left to carry out the dirty deeds (Besson at immigration, Kouchner at foreign policy,...) and who will ultimately get the blame.

Reminds me of that fellow who argued here that "ideology is dead", that Sarkozy's policies are not right wing but "pragmatic",  and arguing endlessly in 300+ comments threads (Only Jake could keep the distance).

As you pointed out yourself, this is one pretty neat hat trick (tour de passe-passe) whose purpose is two-fold:

• Push the right wing policies without making them look as such.
  
• Neutralize the left opposition: "look: we have progressive policies"

This is the uphill battle: deconstruct this carefully crafted new frame of reference and put the real regressive neolib policy hiding underneath in the limelight. This is the first step to "change the framing".