They're attempting to run on passion, the sort of passion that gets out the voters. For a very long time that was to their advantage. It isn't quite so clear-cut these days. The working class vote they counted on deserted them in '16 and this is no way to get it back, in fact, it's about the worst imaginable way to try.
But they own the microphones and they're going to use them. Those of us on the receiving end of this hate campaign aren't going to forget who was on the giving end.
It cost them deeply in 1994. They’ll try it with each succeeding generation, until it takes. Meanwhile, they keep indoctrinating the next generation.
The 'Rats have become the Party of the non-Working Class (themselves included).