I was a successful computer systems sales guy for over 40 years and I knew {as well as any good sales guy} that logic and data were usable tools, but real deals were closed via emotion. Every sales training teaches emotional appeal, not to the exclusion of logic and facts, but just to recognize that 'people buy from people' and that means emotion is paramount.
In today's environment, with so much social media and so little direct human contact, the 'like-ability' factor becomes even more important, and we get most of that exposure from external images {TV, facebook, utube, twitter etc}.
The big problem my guy Cruz has, is while he is very logical and has facts and reason on his side, Trump is loved by his followers.
This election has provided every possible option to any voter from socialist bernie to conservative Cruz, with every thing in between.
The biggest problem Cruz has right now is Glenn Beck. WTF was he thinking?
Albatross around the neck.