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I think a lot of these people are just hoping to pull a John McCain/John Kerry. Those guys were both way behind in the national polls and they threw all their eggs into the Iowa basket. It worked and they did well and they used that momentum to carry them forward.
Someone like Santorum likely hopes to appeal to the far right wingers. He then would hope they would show up and support him in Iowa and New Hampshire and give his campaign credibility. If they do they could carry him through the bible belt and perhaps beyond. If not he is done.
It's way so many of the candidates drop out after the first few primaries. They took their swings hoping for a home run and struck out.
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