To us 'right thinking' types, yes. Many people have swallowed the 'scroungers' narrative, think all foreign aid buys flash cars for dictators, think Grammar Schools 'helped out the poor' and lap up patriotism. That list will seem acceptable to far more people than we'd like. I guess the twitteratai and HNH types are focusing on homophobia, racism etc. as it's nearly universally accepted that these are bad things, even in most of the right-wing press these days. They're also things that can be challenged or upheld without affecting the wealthy or financial systems that serve them - social liberalism has little cost, not that it isn't important/valued.
Not saying that's an effective technique, but that might be why people are picking up on those things more than stuff like their batshit energy policy, for instance. It's simplistic sloganeering, but then explaining the value of the social chapter to people succinctly is harder to achieve.
You also have to consider a lot of people aren't being strategic in their attacks on UKIP or thinking about how what they say influences other voters - they're just angry at bigots attacking the culture of them or their friends and are raging back at them, regardless of whether this is 'effective' or not.
