Exactly. I have no objection to Ted Cruz or anyone else running if he had a plausible path to the nomination. Cruz doesn't, if he has any sense, he knows that he won't get the 80%+ of remaining delegates that he needs. That means that he's knowingly doing this to give the GOP the brokered convention that it wants.
Cruz probably also realizes that he's about as well-liked as Trump within the party and has zero chance of being the nominee at a brokered convention, where someone to the RNC's liking like Bush or Romney will be the likely nominee.
So Ted isn't even running for Ted anymore, he's just become an attack dog for Jeb and Mitt.
I'd bet that Cruz has struck a deal whereby he gets nominated to the Supreme Court in exchange for denying Trump the presidential nomination.
That's how our government works. The elites make deals.