Yup, I think you’re right!
In doing some research, It actually appears Jeff Roe has a history of nasty campaign mailers, and they may indeed be the catalyst as to how and why Cruz hired him.
The worm turns ( or something profound like that ) ...
I’m not endorsing the source, it just came up in a Google search.
I noticed in that Jeff Roe article that Roe used a “San Francisco values” attack in a 2008 Missouri House race, and won. He went back to the well this time with Cruz and “New York values” but got smacked back hard by Trump.
The fastballs you throw in AAA get knocked out of the park in the majors.