Well ... even back in the Bush Era, GOP was really a FrankenGOP: a) Social conservatives, b) Fiscal conservatives, c) Pro-MICE (military industrial congressional enterprise), d) Pro-Big Business. Notice that their agendas do not necessarily go hand-in-hand. For example, while the folks from (c) are into US military interventions, (b) are against it, while (d) largely do not care. The same with folks from (a). The other groups are not that much interested in social and religious conservatism. I think what eventually hurt GOP was the preponderance of social conservatives.
Considering the fact that the two states (Maine since 1972 and Nebraska since 1996) that already use the Congressional District Method as an alternative to the winner take all methodology of the other 48 states and DC, only Barack Obama has split the vote in either state. Either this action by the GOP will not pan out as they hope or they recognize that states are beginning to buck the whole "solidarity" trend when it comes to presidential elections.