It seems Ted Cruz's campaign figured out the Trump tactic to garner love from the masses. He has made himself a celebrity via the social networks by releasing a series od sensationalized videos that stir emotions and poke fun at haters. Like the one where he fried bacon on the tip of an AR-15 rifle, while busting a few caps. Then there was the one that really hit viralization when his mom farted during the solemn family holiday meeting.
The thing that gives Cruz a greater edge over the Donald, is he really is deep into the christian bullshit while Trump only knows the word 'bible'. Cruz is attractive to extreme right wing christians who want a puritan USA where they can again legally hunt witches, ban alchohol, ensalve black folks and Mexicans, walk around with guns like the old west and invade any country their god tells them to. They fear that Trump will make rational business decisions and will not attack China, Russia and anywhere else that an evil (non existing) god would point them to.