Just my thoughts/opinion, so don't shoot me
The great 'unwashed' probably far outnumber the 'well polished' mob in relation to understanding or having an interest in politics (just look at turnouts for most elections over the years).
Reform are probably trying to tap into that sector by lowering the 'tone' of their campaign so it appeals . . probably much the same as Brexit and the '£350 million to the NHS' scenario.
The problem is, the unwashed just seem to be happy as long as they can watch garbage on the TV, have a McDonalds round the corner, and the local Primark has a sale every fortnight. When it comes to politics they don't really care about new high rise office blocks in London, or a very expensive high speed train line they'll never use, investing money they don't have, whether the gold reserves are up or down etc.
They've stopped playing the game because they're 100% sure they'll never win.