Ask Hillary, that ‘become likable’ campaign is easier said than done. She’s been reinventing and re-re-reintroducing herself for the last 20 years, and still most people can’t stand her even though many still plan to vote for her.
Michael Savage may have picked up on this as well. Savage has said many times that he sees Ted Cruz as knowledgeable and a skilled debater, but not likable, charismatic and/or electable by the American public. Some folks are quite efficient workers, but have something about them that repels vs attracts people.
What Savage reportedly said comes closest to my attitude towards Cruz.