Exactly. The more Cruz looks “holy” on the one hand and yet participates in dirty tricks on the other, well, the less he looks holy.
If Trump planned this, it is sheer genius. He pushes Cruz into trying to impress people with his religious stance, then Trump points out Cruz’s dirty politics - lies about Carson, the intimidating voters mailer, the robocalls, and lies about Trump. Trump doesn’t even have to say a word about Cruz’s religious aspect. But the discrepancies are clear to everyone. Even for those that don’t see it clearly, the seeds of doubt are planted.
And the other candidates are also talking about Cruz lying. Trump just wins all around.