Brutalism, a philosophy that eschews the aesthetic form for brute function. It's not a bad analogy—the end result is ugly, but effective.
As for the rest of the column... it strikes me as the typical establishment belief that "everything is awesome" that has Cruz's supporters so frustrated, and the fact that it's the New York Times means this is going to fall on largely deaf ears. Those who hate Cruz will echo it, and those who support him will attack it. This wholescale dismissal of people's frustration is exactly why Cruz has developed a following, and sadly, it's the same vein that Donald Trump has been able to blatantly exploit.