We live in a liberal hotbed in the foothills near Seattle. Lots of people around here are either excited about Trump or fearful if they support Hillary or Bernie. Most of them have no clue who Cruz even is. Cruz will never be more than a fringe candidate.
Cruz has no charisma, proven leadership abilities, and is known for his disagreeable personality. His eligibility would be challenged by the Democrats and a sympathetic media if by some far fetched miracle he become our nominee, and he would lose. His chance of forming any kind of winning coalition exists only in the minds of the self-deluded.
Maybe it's just a coincidence, but take a look at all the Republicans who have won the Presidency since WW II: from Ike to George W. Bush. They all have had one thing in common: strong name recognition.
That alone is obviously not enough (it Winny help Jeb), but I think it's a prerequisite, something needed to overcome the media bias.