A lot of people with aspirations for their children like Gove's approach of making qualifications worth having again, rather than the annual "best results ever, aren't children getting cleverer" charade we had under labour, when every uni and employer continued to insist people were less and less qualified.
Many people believe in equality of opportunity rather than equality of outcome and want to be rewarded for their efforts rather than for merely existing.
Many people believe that living on one's income is far more sensible than to let borrowing spiral out of control and allow our children to pay the price.
Many people believe that Labour are generally hypocritical and, whilst claiming to be the "fair" party, actually show far more patronage than the Tories ever will, with Tony Blair et al being the ultimate exemplars. I think T.B is possibly the only PM we have ever had who was in politics purely for personal gain.
I cannot say that I love the Tories, far from it. They are also immensely hypocritical and also have not shown the competence that they promised. Having said that, I think that they are far more competent than Labour and their principles are far closer to mine (see above). They will therefore be once again getting my vote at the next election.