For many years the political marketplace consisted of two products, the Democrats and the Republicans. Today however, aside from some poorly “distributed” niche products such as the Libertarians or the Greens, there exists the moderate Republicans and the fiscally-responsible Democrats, which are essentially the same thing. This is because the political consumer (you and me) has created what we believe to be a niche segment that serves just our singular needs (e.g., my fiscally responsible but socially liberal policy) without wasting my currency (i.e., my vote). The problem is that unlike toilet paper, each individual consumer (voter) does not go home with his or her own individual product.
By trying to vote for a niche political product we have actually eliminated the number of available political products by making them all the same.