“TC was doing better before engaging Trump directly.”
Indeed.
Cruz’s persistent second place in the race with a slightly downward trend has rattled him. Cruz should never have gone negative, particularly against Trump. Instead Cruz should have played to his strengths and made himself useful by attacking Hillary and Obama and espousing conservative positions. Cruz could even have subtly supported Trump.
As a consequence, still being a young man, could have positioned himself for the future, in the mean time participating at a high level in a Trump administration and becoming a wiser, more mature, and more powerful man. Instead, Cruz may be doing irreparable damage to the Cruz brand.
That pretty much is my thinking too. Problem for Cruz is, he really thinks he can outsmart Trump with oratory.