Turns out it was all a proxy war from the White House conflict between Jared Kushner and Steve Bannon.
From Huffington Post:
“According to two sources who work closely with the young real estate tycoon, Kushner suggested the endorsement, in part, because he believed that a Strange victory would enrage Steve Bannon, the newly reinstalled executive chairman of Breitbart News and a nemesis of Kushner’s from their time together in the Trump White House. Bannon backed the primary winner, Roy Moore, who thinks that homosexuality should be criminalized and suggested this week that parts of the United States are operating under Sharia.”