I would have to say that many Republicans do not understand Donald Trump the way Ted Cruz does.
Ted Cruz did not outright endorse Trump for the simple reason that he knows Trump's EGO.
If you know the The Donald's personality, endorsement is simply "proof" that you are willing to SUBMIT to him. There's the word -- SUBMIT.
Why do I say this? Trump insulted Cruz's wife and father without apologizing for it. His willingness to humiliate the likes of Christie, mocking his weight (“No more Oreos”), among other things, should make that obvious. He even insulted Carly Fiorina's face.
Not apologizing for saying something right is one thing ( as in -- Many Illegal immigrants from Mexico are criminals ). Not apologizing for doing something wrong is another. The sad thing is Trump does not consider it his job to reach out and favor his vanquished opponents with magnanimity and grace even after he humiliates their family.
Cruz considers it a sign of SERVILITY if he were to stoop to endorsing Trump without the requisite apology.
There are worse phrases to be associated with than “Vote Your Conscience.” That will always be Ted Cruz’s signature line ( similar to William Wallace's "Freedom!") and for which he will always be remembered.
As I drove to work today, I was surprised to see several cars with bumper stickers like this ( and I live in New York ):