Seal the borders, anti-abortion, tax cuts, gun rights, he's there. He also makes it clear, by referring to his and his son's LDS missions, that he's right with the dominant religion in the Southern end of the state. The guy has a BA, a masters degree, and a doctorate. His wife is a respected educator. He's got an attractive family; one of his daughters was Miss Idaho, like Gov Otter's wife.
If he can get his story out, and can shed the image of an out of control anti state government nut, he might draw some votes. I don't think he'll win, since Risch has been anointed like Gov Otter was, but Rammell seems to have the bona fides to put up a fight. This will cause Risch to spend money he doesn't want to, and it may cause him to stake out some positions earlier than he'd perhaps like to.
If Rammell is smart, or maybe you'd call it canny, or possibly something worse, he'll cozy up to the Club For Growth. He's already taken the Taxpayer Protection Pledge from the Americans for Tax Reform, and has an image of it on his site. The money the CFG could send could cause serious problems for Risch. That would be fun to watch.
Update: If I'm going to write about a guy, I ought to at least spell his name right, so I added the other l to Rammell's last name.