Elections are the only place where marketers try to get fewer people to buy what’s being sold.
In many elections in the US, fewer than half the population votes. Which means, of course, that in most elections, not only doesn’t the winner get a majority, the winner wasn’t even chosen by a majority of the majority. We make it worse with gerrymandering and arcane vote counting.
It turns out that depressing voter turnout is a shortcut for the selfish political marketer. It’s easier to get your opponent’s supporters to become disgusted enough to stay home than it is to actually encourage people to proactively vote for you.