“5% approval and yet about 90% retention rate. It isn’t them, it is us that are at fault. “
I studied marketing for my MBA. A mathematician came up with a formulae that said if you put x amount of money into advertising you’d make Y% profit. It didn’t matter what you sold. He took it to a company and to prove the formulae he said, “I tell you what. We’ll sell rocks.” And, they did. Recall the Pet Rock? They made $4 million dollars, exactly what he said they’d make.
The thing is, McCain spent 23 million dollars when a conservative tried to primary him and he won the primary. Then he won the general election as the incumbent almost always does.
It’s not that the informed voter who is at fault, it’s that the informed voter is probably just 40% of the electorate.
Maybe less than 40%, then consider half of those don't vote.