Who did the chart? It really needs to be two charts - fiscal conservativeness and social conservativeness. Herman Cain for instance is a fairly libertarian guy, so his "conservativeness" is hardly as strong in social issues as some of the others.
I'd like to see social issues broken down into one of three positions - conservative, liberal, and "states' rights". Personally I'd prefer human rights to be national-wide and economics to be state-by-state, but unfortunately it seems to be moving in just the opposite direction, with the federal government controlling economic issues and states determining your rights.