Just listen to the guy and pay attention. Imagine your "moderate" friends doing the same.
He comes accross as a conservative who really cares and has intellectual interest in how people can cooperate in the country (and the world).
Now, think of the boardroom-ambitious way Romney comes across. Now, think of the driving, intense (and potentially volatile) way Giuliani comes across (and his adultery). Now think of how much the other candidates feed into the idea people have of Republican men (curmudgeons who don't want to get involved in the messy business of helping others -- see Norm Whassisname's portrayal of Bob Dole in the Saturday Night Live shows of 1996).