Because he wants someone who can do things like keep up with his parents, know the pure-blood customs, and is willing to come out gay. There would be very few people in wizarding society who fit those requirements, and none in Muggle society.

Draco is going to build up his reputation not in everyone's eyes, but in Lucius's. He isn't interested in making everyone like him; he's interested in amassing wealth and power until Lucius has no choice but to take him back.