Well, it looks to me like people rarely vote
for a candidate. More often, they're voting
against a candidate because they believe that the other team is evil and must be stopped.
And it should be obvious that we're already in the end game for this strategy: if you vote against the other guy because he's evil, then your guy doesn't need to be good, he just needs to be perceived as slightly less evil. So it becomes a race to the bottom.
The cause of this seems to me to be the forced gerrymandering of voting districts so we don't get a meaningful voice in politics (other than as implied by the color of our skin, which is what the voting rights act requires).
But I think that, while getting rid of gerrymandering is a necessary part of any solution, the ultimate fix is to do away with the institutionalized two-party system. If today's problem is that the decision is binary (if I hate A then I must choose B), then offering three or more choices forces some thought and decision (at the very least: I know I hate A, but is B or C a better alternative?).