Trump would be a fool to endorse Masters, he's probably the weakest candidate to run against Kelly.
That would go to Lamon.
Eh, I kinda think Lamon is as “generic R” as possible. He has less baggage than Masters, IMO, and hasn’t done everything to please no one like Brno.
Masters has no baggage.
Masters is a Thiel-backed conspiracy theorist.
The issue is that a large enough chunk of the nonpartisan electorate in Arizona might just see him as a "good enough check on Biden" rather than a Thiel-backed conspiracy theorist. A lot of voters are willing to vote for a Big Lie supporter as long as such candidates assuage their concerns enough on the issues they care about. Unfortunately, many Democrats will have to witness the truth of this come November.
Blake Masters seems like someone who can slick talk nonpartisan voters on multiple issues other than the 2020 election. There is no indication he's going to spend the general election cycle entirely focusing on it. Sadly at this point I may rate the Masters vs Kelly race as 'Lean Masters.' I am also expecting Masters to win the primary, so I won't even bother speculating on Brnovich's chances or Lamon's chances.