And it keeps people with any level of rational thought from ever wanting to run for public office, leaving us with nothing but mediocre candidates from which to choose.
I didn't say I agreed with the practice (I don't) I merely commented that it offers the biggest BANG for the media buck. Human nature plays a major part. Gossip and mud is a staple of political life. If it weren't all those soap operas my wife so adores would be out of business. Look at the talking heads like Al Franken and Rush Limbaugh. They make their living smearing the other side. Granted, Franken is less truthful and much more vengeful. But they are both successful within their own ideological spectrum.