It's being said that Gove's plan was to convince Boris to support Leave as he has/had the appeal to all levels of society and the ability to convince the hard of thinking that Leave was in their best interests. Gove himself is stiff and stuffy and looks odd on camera, despite probably being the brightest of this bunch of Tories.
The plot worked a treat, and Boris convinced enough people with his lies and fuzzy plans for the future. However, Gove's plan wasn't complete until he announced he was running. First the 'leaked' email from his wife to soften Boris up, then Gove stuck the knife, and the boot, in by announcing he was a candidate for leadership. Boris was done in by what they're calling 'the cuckoo in the nest' plot.
What Gove hadn't factored in was a lot of Tories are horrified by his duplicity and are likely to get behind May. Gove's boss Murdoch will be pissed off his man won't be in No. 10, but he has his Brexit wish. Wouldn't surprise me if it was Murdoch's plan all along.