Coors was a terrible choice - true conservatives can win most of these races.
Upon reflection after the election, I agree with you that Coors was a poor choice. At the time though we really thought he was the only one that had a chance against Salazar. I still believe Salazar would have beaten Schaffer. There are a minority of Republicans (mainly ranchers and rural voters) that have supported him throughout his career and some even know him and are friends with him. I think they'll regret their votes someday.