Media loves to document intra-party fighting. Appearing hostile to Trump guarantees Cruz a national profile and his own ideological niche.
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McCain ran against G. W. Bush and then became his most prominent same-party detractor once in office. McCain's national profile grew.
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McCain was seen (rightly or wrongly) as the head of a certain "maverick" strain of conservatism. Eventually he got the nomination, in 2008.
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Cruz could easily follow a similar trajectory. He will never stop running for president until he's dead. (He may also run in the afterlife).
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