It's not my niche either, but I have many close friends who are part of this crowd, including some very connected with the Family Leader, etc. There is nearly zero excitement about Santorum running again, but there's definitely interest in Huckabee. But Walker and Cruz (and Ben Carson) have a chance with these voters. I find it to be a strange mentality - it's more like they're looking for a personality cult to join rather than it being only about issues, even social issues. They want someone who "feels" like "one of them" more than anything else, I think.
Interesting take - I think you might be onto something.