Priti Patel has an interesting back story, I believe. Was the PR manager for a company that was involved in child labour? She also backs capital punishment and voted against same-sex marriage.
The Tories won the last election based on two powerful images and not really allowing the conversation to be about anything else. From their point of view it is smart politics but it doesn't serve the people, it doesn't allow the people they're meant to be representing have a proper voice and it creates a politics where the spin is far more important than finding policy that works best.