They do it in Montana too. They smile and try to run as Not Too Conservative and then they lose.
I'd only add, "they lose, and wonder why?" I do understand Republicans cannot run radical candidates and it's up to the candidate to come across as nice and electable. But I also agree with what you are saying, we too often lose because we are afraid to stand or defend conservative positions.
With any luck, Gardner will not fall into that trap in Colorado.