California GOP Endorses Someone I've Never Heard of for Senate

I've only lived in this state for 55 years, so perhaps I'm a little out of touch, but I have no idea who this person is the California GOP just endorsed (h/t Flap):

Republican U.S. Senate candidate Elizabeth Emken, an accomplished businesswoman specializing in efficiency and cost-cutting, and nationally recognized advocate for autism research and treatment, has received the unanimous endorsement of the California Republican Party in her bid to unseat Dianne Feinstein from the U.S. Senate.

“This is the equivalent of winning the primary under the old system,” said California Republican Party Executive Director Brent Lowder.

Under the new open primary system, Emken’s endorsement gains the full support and backing of the California Republican Party’s statewide operations. Elected state party leaders met yesterday in Burbank as dozens of candidates from Assembly, State Senate, and Congressional races, as well as the U.S. Senate contest, made their bids for the party’s endorsement.

Didn't we try the "accomplished businesswomen" route twice in 2010? How are Gov. Meg Whitman and Sen. Carly Fiorina doing?

Dianne Feinstein is going to be tough to beat, but starting out with a candidate few have ever heard of is not a path to victory.