Cruz fans like him so they can’t see what the rest of the voting population does - he’s not likable. Reagan was extremely likable and so was W. Conservatism is great but if its face is Cruz people won’t be buying it.
I know Dems who liked him so I don’t see why anyone would say he’s not likable. I’ve met him too and found him to be charismatic in the way a good politician needs to be. Sure he has some edges to smooth out but I expect he’ll be improved next time around.