Because, in a Presidential election, political positions aren’t really important. Personality is.
Perhaps if Cruz would start calling people dummies and liars, people would like him more?
Like it or not, personality and appearance are big factors in all of our lives. Cruz doesn't seem at ease with himself. He reminds me of Kerry/Edwards, the way they tried too hard on the campaign trail to project an image and ended up making clowns of themselves (i.e. the Kennedy-esque football throwing on the tarmacs).