Supposedly some voters are undecided. Perhaps they would be swayed by a persuasive argument; this doesn’t necessarily mean they can’t think critically.

I say supposedly because I find it hard to believe the WaPo endorsement would actually sway anyone.

I find endorsements very valuable when voting in down-ballot elections. A good endorsement includes the reasoning behind the decision. I read the endorsements of multiple outlets and find myself agreeing more with one or the other.

What's the alternative, do comprehensive research on the record of 20 candidates? I don't have time for that. Read the blurbs they write about themselves in the voter's guide? Why should I trust that, they can write anything there.