It seems that fair is colorless in a campaign and meanness is colorful. Fair is bland and hostility is exciting. Issues in and of themselves are best received in an exciting and colorful presentation. It seems so.
Character assassination is colorful and deadly.
Distorted facts are frighteningly effective. The need to win is confounded with the need to destroy. It would seem that exaggeration is everywhere. Whether it's exaggerated to elevate hopes or exaggerated to discredit opponents, it makes no difference. Truth is scarce and hard to find.