The research people say the shame aspect is why this works. You would remove that by taking out the idea that they show you how other people in your neighborhood are voting. They also want you to think your neighbors are seeing if you voted. I agree it seems silly to me, but they are the marketing experts and they say it works for the particular people they’re targeting.
Even if done in the past by other candidates, it doesn't make it acceptable. And the mad beat down Cruz is feeling for this now will only intensify going forward, should he win Iowa and gain traction in other primaries, as the media and other candidates will attack him unmercifully, front and center, ad nauseam, over it. It will surely haunt his campaign going forward, as they will make it out to be the worst, most despicable, diabolical thing any candidate has ever done in the history of the country. Yes, a very bad calculation on Cruz's part, IMHO.
I've been a Cruz supporter from the get-go, but am quite disturbed by this action on the part of his campaign. Not ready to abandon him just yet, but definitely concerned about this, as well as some other revelations of late.