The vast majority of the ne'ertrumpers believe that Cruz should have been the candidate.
That's not only right, but true. Cruz, in Conservative terms, is head-and-shoulders above all the rest.
For them, no other choice would have been acceptable, or could be acceptable.
Not true. Most of us have a candidate right now - A Conservative one.
It sticks in their craw that Trump bested Cruz for the nomination.
But if Mr. Cruz was such a great debater of the conservative cause, why didn't he whip Trump (and the other candidates) during the nomination process?
The only thing that sticks in my craw is Trumps ill-advised campaign of slander and lies. No one could return his onslaught without resorting to the very same thing - The problem is that the tactic is sure to divide voters and cause rancor (even as it has done). It isn't a success to 'win' the party primary by leaving it in shambles. A divided voter base won't win the general.
That's why the rest of the candidates tried to remain cordial and polite, within reason. Sooner or later, you have to have those people and their voters, in order to compete in the general.