Yeah, again, I know, my point isn't 'I don't understand what they thought', it's, 'I don't understand *why* they thought it'. In private, they would say things like 'the voters understand that we would like to fix this, so they will give us credit for trying even tho we're failing' and it's like...
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You assume they ever interacted with "any human being not utterly committed to the Tory party".
There are far too many British politicians who don't think in a multi-party environment, so beliefs like "it doesn't matter how bad we are at this, as long as they are worse" can persist.