The McCain method was to "kow tow to the voters" ~ and for many of them they think that makes you weak so they vote for "somebody else".
Poor John McCain. He sure comes across as weak for a war hero. As the observers say in the column, McDonnell came across as strong yet he smiles. No need to fear him as a hot head if you’re not as socially conservative as he is. And Washington, DC is out of control. Independents know that and wanted someone with the courage of his convictions to stand his ground.