Cruz and Walker are just better at marketing to conservatives. But they know where their bread is buttered.
Get Ready for the Rapture
In other words, there are no perfect candidates. Everybody knows that. The question is how many imperfections you're willing to tolerate before you write them off. Jeb may as well be a "moderate" Clinton-style Democrat as far as I'm concerned. I disagree with Cruz and Walker on this trade deal issue, and Walker has talked out of both sides of his mouth on immigration, but they've both taken strong positions and actions on issues that no establishment Republican or Democrat would take.