I think the problem is that Social Conservatives see polls on hot-button issues where they have majorities supporting their position (abortion, gay marriage) and then conclude they can win elections making those primary issues.
There's a difference between expressing a preference on a poll for an issue, and believing that the fate of the Republic and the Universe hangs on that issue. You'll typically find most people opposed to gay marriage in a poll, but there are a lot fewer people than Soc Cons would like to believe that are fanatically obsessed with the issue.
And frankly most people, particularly men, would just like the abortion issue to go away. The number of people on both sides that really, really care about the issue as a voting issue is fewer than both dedicated pro-lifers and pro-choicers would like to believe.
Well put. I agree. A lot of friends who usually vote Republican are very put off by the folk who prefer a theocracy. I agree with you as well on the abortion issue. It's a cinch that running on that as a single issue won't fly.