Though a spokeswoman for Barbour said he “is actually not involved directly” in Conservative Victory Project, Law cited Barbour’s endorsement in arguing the new organization isn’t a bad idea. “In fact, our goal is to make this a good idea — by trying to bring conservative groups together to agree on winsome, high-quality candidates wherever possible,” Law wrote. “And where that’s not possible, we need to preserve our ability to compete.”

But Rove’s involvement in primaries could inflame opponents, predicted Matt Hoskins, executive director of the Senate Conservatives Fund PAC. “Their activities are going to actually have the opposite effect of what they’re trying to do,” he said. “It could actually make it easier for conservative candidates to win primaries.”

Kibbe welcomed the prospect of squaring off against the Conservative Victory Project, asserting, “The guys who fund groups like Rove’s want to re-establish that they’re in charge, but they just don’t understand the inevitable decentralization and democratization of politics.”

And Club for Growth President Chris Chocola added that Rove and Law have gotten CFG donors’ attention and “may energize the groups that they view as ‘the problem.’”

He said, “When you think about a Republican primary, and you think about a principled conservative versus a moderate Republican — well, our model wins more often.”