Schwarzenegger was. Rudy Guiliani, for the most part. Ron Paul has been, in most policy dimensions. When Romney was running for MA Senate and then elected as Governor, he was pretty socially tolerant, as well. And before him, another Massachusetts GOP governor, William Weld. Chris Christie isn't a socially-conservative crusader, and a number of the other GOP governors/senators are more pragmatic than anything else.
It's always been there; it just needs a stronger hand versus the deeply socially conservative elements. However, as more issues have "nationalized" the parties have homogenized somewhat, with Dems successfully tarnishing even socially-tolerant Republicans as if they were the same as faraway hardcore religious conservatives, and liberal Republicans peeling away (as with Lincoln Chafee in RI and Charlie Crist in FL).
I suspect the national parties (or perhaps mainly the GOP) will have to devolve into more than 2 brands for healthy regional competitiveness. While our system has a bias at every level towards 2-big-coalitions, having only two harmonized national brands doesn't offer sufficient competitive diversity. "Coke vs. Pepsi" is not enough for a nation this big, and especially damages the Republicans, as the more-stingy party.