It's not about policies because Trump has no real policies. He has a bunch of vague, shifting, goals. But he really hasn't outlined how he actually plans to achieve any of them. Secret foreign policy plans, lower taxes and manufacturing returns (as though it's as simple as that), make police strong, slash federal regulations 70% (meanwhile his campaign says 10%), and so on.
Hillary might be cold and callous, and power hungry (like almost every career politician), but at least she has laid out real policies and plans for her potential presidency, and she discusses them at her conferences, on her campaign website, fields questions about them, etc.
This campaign has devolved into ad hominem because Trump has no clue and has laid out the policies of a 3rd grader. He's escaped most scrutiny for it by turning the election campaign into a nightmare of absurdity.