That's why Republicans do it! It often isn't because the latest person/issue boogeyman is actually unpopular, it's because they can just make one up, Dems will scatter, and James Carville will spend more time on TV talking about how Dems need to scatter then he will anything else.
Oh no what if they start calling us socialists and running racebaiting ads and criticizing us for liking trans people. How will we deal with this very new thing?