How can you say "Never say never." and never say never when saying it?

Jeb Bush told CNN’s Candy Crowley that he is categorically not running for president in 2012. But he wouldn’t be so definitive when asked about 2016. “You never say never about anything,” Bush answered. Of course, he did say he’d never run in 2012 and he said “Never” twice in the sentence claiming he would never say it. Good start for a politician? How do you “Never say never.” while never using the word never to say it? Is “Never say never.” as nonsensical as I think, or am I just missing its subtle wisdom?”