I can't speak for Iowans but it looks very close to what has happened in my home state of Montana. That is, the Republican party has very successfully bonded a functional plurality to itself mostly via the culture war. In Montana this isn't just about your wedge issues like abortion. Particularly there's a long standing animice towards people who move there from California. This goes back to the 90s, long before it became an internet meme. Californians serve as an abstract outgroup that a pundits can pin any absurd or unpopular cultural issue on whilst creating a contrast to "real Montanans" whose character and interests conveniently align with all the pundit's favorite policies. For many of the voters in this plurality, what goes on on the business side is secondary to these culture war and identitarian issues.
This is compounded over time because as the empowered business interest of the party break down the social programs which were the product of a historic culture of community and combination, voters endure real deprivation and feel the pressure and anxiety from that deprivation. But instead of turning against the party and the business interests, they again find their antagonist in the culture. That is, everything has become so expensive and hostile and competitive not because of the growth of financialization and creeping capital but because of a decline in character.
These people are so saturated with culture issues that they cannot see how the very thing they are in bond with, business, is destroying the things they claim to care most about: families, communities and generosity. I am not being condescending when I say that they find themselves able to blaim skyrocketing medical costs on the fact that you cannot pay a doctor in eggs and butter anymore. (Something almost none of them ever did btw. Even in Montana that was a thing of the past by their time. But I have literally heard this argument and many of a similar for. on trips to my home state.)