John Heilemann speculates that a strong showing could bring out Huntsman's father's checkbook:
An investment of, say, $10 million — a rounding error on the Huntsman Sr. balance sheet — would allow the [Huntsman] super-PAC to blanket the airwaves in South Carolina and Florida with ads, many of them (no doubt) attacking Romney. And while that might still not be enough to put Huntsman Jr. in serious contention to be the Republican standardbearer, it could inflict a serious toll on the front-runner and create a wider opening for hard-core conservatives such as Santorum and Gingrich who are better-positioned in the contests that lie ahead to halt Romney's march to the GOP nomination.
The Dish 