His appeal is being a more "moderate" voice that can unite people compared to the rest of the clowns in the Republican Clown Car that are running.
The primary reason Trump and DeSantis are leading the Republican polls is because of their ability to own the libs and drive outrage.
What in the hell has Will Hurd (as well as Scott/Haley/Asa Hutchinson) seen since 2016 to tell them that the Republican base is looking for a unity candidate? And why would Democratic voters vote for a "normal Republican" when they can vote for an actual Democrat?
Everyone not named Trump or DeSantis who's already announced for the Republican primary is just setting money on fire.