If you're talking about O'Malley, it's because against the current opponents (Dem & Rep), he isn't charismatic enough.
Charisma is an elusive quality. Neither Bernie or Hillary strike me as being loaded with it either. They're both smart, I know Bernie is well liked, trusted, and has large rallies, but I don't think it's because he's a very charismatic man. He is certainly hitting the right themes, though, and I don't doubt his integrity or honesty, which of course matter to people.
You may or may not agree with me on this, you might not like Biden on policy or gaffe-proneness, but I think in other ways, he is more charismatic than either, which is why there was somewhat of a draft movement for him.
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Whoever gets elected is going to need charisma in addition to all the other ingredients to be successful leading the nation.
The three of them are all wonks, though not always wonkish on the same things. I think all three might be more comfortable with policy seminars than kissing babies. None of them can work a room like Bill Clinton did. There's a reason both those who love & hate him call him Slick. (I've seen the man do it.) She definitely doesn't have his charisma.
I don't think O'Malley's main problem is charisma. I would say it is that he remains mostly unknown to most people outside of Maryland (let's not forget being a Senator gives you national attention), that he has failed to say why he's the better alternative to the other two (and that is, indeed, partly the fault of him and his campaign but I have some blame for the media, see elsewhere), and finally, he is not seen as a complete outsider to the system (TM), so in a year where everybody is forced to make the Manichean choice of insider-devil or outsider-saint, he doesn't fit easily in either box.