Exactly. Thinking you can pluck some creep out of obscurity and instantly elect him to the highest legislative office in the nation simply by screaming "RINO Washington DC insider!" at a solidly conservative incumbent and marketing your empty suit challenger as "Obama's conservative cousin" is about as arrogant and out of touch as it gets.
Votes want candidates with substance, they don't automatically vote against an incumbent because you want them to.
But you haven't learned anything from that, so you will continue to lose.
Can you think of a time when winning might actually be losing? Probably not.