I have a theory.

[paleotn]

13. At some point the money provides diminishing returns. And might actually become a liability if they overdo it.

The message resonating with common folks overwhelms the spend no matter how many attack ads they run or how many paid door knockers they hire. If they overdo it, which may just happen with this kind of cash, it can tend to have the opposite effect. People rally around Platner and the message despite it and to a degree because of it. They begin to see it for what it is since many view him as one of their own.

Since Mills stood down, all this op research was Republican driven since Collins would much rather face Mills or at least sow deep dissension among Dems. But it had no effect. In fact, it seems it strengthened his campaign. The story behind his struggles made him feel even more real and one of their own. The turnout was huge for a midterm primary. And the margin of victory was overwhelming.