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If optics is how you win elections, then go with the optics. And it seems to be optics.
Yup. I would personally love it if the electorate studied the various policies of candidates that wished to be their representatives, decided which ones' positions were the most beneficial to themselves and to the country as a whole (which is indirectly beneficial to themselves, after all) and then selected that one on a rational basis. If we lived in that world then each candidates' campaign would ideally focus on debating issues and presenting their views.
We don't live in that world, alas. I've become cynical about democracy of late because the electorate are a bunch of sports team fans who just want "their guy" to win. Well, so be it then. It's kind of an emergency right now so play whatever strategy keeps the regressive loons out of power.
We don't even live in a world where more than half of the eligible voters even show up, let alone can name a single policy point of any of the candidates.
"When they go low, we go high" has been proven to be a losing strategy over and over.