Ummm, because the GOP has done a boffo job on messaging and focus the past several years? When you have a media that carries water for the other team you don’t get too many chances to take a stand.
McCain was doing just fine until the financial crisis hit. He was hammering on issues of character, celebrity over substance, energy policy and even brought up Rezko. People were doubting Obama then the Palin PR problems began (great job fighting back GOP) and they couldn’t find a message that worked for the banking mess.
Think the results had been different if they had said, No Bailout! and hammered that all the way home?
McCain didn't help his cause with that little stunt of his, suspending his campaign to fly back to Washington, to do....nothing.