It is as if your company launches a product and has to spend 2 billion for advertising to sell enough to make 1 billion in profit. How long do they spend that money until they realize that the public isn't buying what they are selling no matter how much they advertise it?
Moreover it was mostly his OWN money. That means that people with money didn't see Romney as a good investment. It seems that the major money player that DOES see Romney's political aspirations as a good investment is Mitt Romney.