Good lord I don't think I've ever agreed with you more.
It's disappointing that attack ads work so well in politics. It's not even branding, which is even more disappointing. It's just removal from brand [x]. Most regular commercials may briefly mention negative aspects of the competitors, but it's usually done with a comparison (rather or not the comparison is fair is another story). Can you imagine if EVERY Toyota commercial simply said "Fords are the WORST! Fords hate BABIES! Fords want to kill everything you love! Buy a Toyota!"?
The whole process is incredibly frustrating, because you're right, it really is a beauty show.