If Rmoney is behind this, he's not doing it to setup a primary challenge. It's only so that if he gets it at a brokered convention he has something in place to help him. He's not on the ballot anywhere, so he can't jump into the primary.
I think he's hoping that he can be a compromise candidate. Like I said, though, I don't know how you get from Trump to Cruz to Rmoney.
Bad choices and brown liquor?