If you don't get points for running a good candidate, there's no incentive to run a good candidate, only one who can win.
The others you mention just had political qualities people disliked.
If you're already 100% sure the other side is going to passionately hate your candidate, no matter who you pick, then you can't win by choosing a reasonable or moderate candidate. Therefore, you pick whoever has the strongest appeal amongst your side.
Mitt Romney was a smart guy who actually had plenty of on-ground experience. But no, deliberately interpreting everything he said in the worst light (anyone remember "Binders full of women"?) was more important.
that may make sense in 2012. In 2024 I am much less optimistic that this is the case.