>It’s possible that Cruz did more to unify the GOP than he intended. His self-serving performance is being pretty much universally condemned.
He did indeed. Trump is a master of what’s called owning the downside. In this case he made sure that he benefited from either Cruz endorsing or not endorsing him. He would have benefited more if Cruz had endorsed him but winning a little is better than not winning.
There are some Cruz supporters, or Trump haters, who would never vote for Trump if Cruz got down on his knees and kissed Trump’s shoes. So, I don’t believe an endorsement would have helped him one bit. And I’m sure Trump had polls done showing that. So, he let him hang himself and at the same time made Trump look like the better man.