Obama was an "outsider". It's been a while since campaigns are not won by just money. My theory is the rich elites don't want to wield their power through governments anymore.
The campaign raised much of its cash in small donations over the internet, with about half of its intake coming in increments of less than $200.[53] Both major party campaigns screened regularly for patterns of abuse and returned or rejected donations in excess of legal limits, from overseas, from untraceable addresses, or from fraudulent names
and his second campaign had 3 times larger user base.