But you don't have to bribe 100k people. You just have to bribe/influence 50,001 people (and I know that's not exactly true, this is based on a US two party system, not the variety of parties in the UK, but hang with me here.) And in reality, it's as the saying goes for Baseball. "Every team is going to win a third of it's games, and every team is going to lose a third of it's games, it's what you do with the last third that makes a difference."
Every party is going to have a large number of supporters and a large number of detractors, it's what you do with the unaffiliated votes that matters.
Now I'm really going to talk out of my ass, in a horrible, gross generalization with no support to back me up; I'd guess that for many elections, it's less than 20% of voters who actually decide the fate of their country/district. And since we're talking about voters (not citizens or residents/people), we're then talking about an even smaller group of people you must influence. That's why bribery, voter intimidation and pure old fashioned marketing matter; You don't need to get everyone on board, only a much smaller percentage of key voters. Isn't democracy great?