Yes money, in the 2008 some little known county commissioner held Jones to a 59-41 win despite money little money. Clearly he could have won if that wasn’t the case.
But the wars having died down dulls one of the main issues against Jones.
I think this could actually work in our favor. In 2008, it was tough to go after Jones on this issue because Iraq was still screwed up and Jones made the case that he initially supported the war but changed his mind because the facts showed Bush's strategy wasn't working and blah blah blah. In 2012, the surge worked, Iraq is now a sovereign state, and Bush's withdrawal plan was implemented by Obama, so Jones can no longer make the case that he did the right thing by opposing all that. Now, a primary opponent can rightfully point out that Jones continues to vote with the left because he's a backstabbing liberal douchebag, not because he's a conservative who "studied" the issues and "realized" the GOP was doing the wrong thing.