Huntsman is very likable, and his demeanor and approach to politics are easy to celebrate. But aside from having civil rhetoric, standing for gay rights and being pro-science (not small things in today's GOP), on economic issues
he's pretty far to the right
I welcome having a sane voice arguing that side, I do like the guy, but I think a lot of moderates and even liberals who say he could have won their vote are either uninformed on his actual policy plans or are just more concerned with personality than substance. Moderate demeanor, but nowhere close to being a "moderate" Republican in the Eisenhower, Nixon sense of the idea.