In Ted Cruz's announcement yesterday it became clear that he has no intentions of ever being President. Ted knows he is the smartest person in the room, so he knows that his rightwing platform has no hope of winning
Anyone seriously running knows they need to gain the moderate vote in order to win. At no point in yesterdays speech did Cruz conced there was a middle ground on any issue.
So, what is Cruz doing?
He is staking out that he, and he alone is the true Conservative in the party. Let Rand Paul or any other conservative try to build a winning coalition and Cruz will attack them for abandoning conservatism
Cruz wants to be crowned the King of Conservatives for the next 20 years. Let all Republican candidates bow before him as he dictates what positions they must take to gain conservative support
That is where Cruz's power will be
.
Cruz serves as a foil, he makes Jeb Bush look like a reasonable alternative. Ted probably works for Jeb.
Kind of a Good Cop/Bad Cop for Republicans
Bush: See? I'm not as batshit crazy as those guys. You can trust me
Hillary: I'm batshit crazy but I'm all you dems have.