I’ve always wondered what it was that made them distance themselves from social issues.
You’re right that they aren’t stupid enough to believe these are losing issues - but I wonder if it’s so much that they are pro-abortion and SSM, or if they think they have to get in with the “new elite class” of young urban republicans and libertarians. Thus do they feel they must distance themselves from the “hoakey, white-bread religious folks” and that is insulting and divisive. I think Romney’s lukewarmness reflects this.