I think it comes do to this.
If you like Gore's attacking style, you think he won. He was attacking Bush and generalize about the rest of the issues so you cant be pinned down. two supreme debate tactics. Some, in fact many people think that Gore's style of aggressiveness think that makes him presidential. In america we still see somebody as being the strongest and being aggressive as the best leader, even if he breaks his own agreements to follow the rules, and be rude in the debate by interrupting.
If you listen for the message then Bush is your guy. His message, is that he will work with both parties to get things done. He carries this into the debate, he wont point fingers at anybody but Gore, and even then not hardly at all. He doesnt want to burn bridges that he has yet to cross, let alone those behind him. Bush's message is that he will spend money wisely, and let people decide what to do what to with their lives and money.
I find it interesting that while Bush is accused of "buying" votes with a tax cut, Gore constantly says he will spend more money than Bush, isnt that "buying" votes.
I really liked when Bush talked about the military, where he talked about about spending money wisely on the military as opposed to just spending money.
Overall I think that Bush while not giving lots of details, intends to spend less money on programs, but really wants to make that out as money well spent. Gore came across as saying, I too have a plan, and it is better than his, because I spend more money.