Meh ... we always hear how the primary electorate is more conservative, but I think we are a bit too influenced by the crazies who attend the debates and yell on TV. Time after time, the far right candidate doesn't get the nomination. Ted Cruz is most certainly far right. Plus, he'll split votes with some SoCon populist (who then has the nerve to call another Republican a RINO! LOL) like Huckabee or Santorum or Palin and probably another Tea Partier, too. Then you have Rand taking away votes ... the "Establishment" will rally behind one candidate earlier than the rest, IMO.
They generally don't get the nomination because they split votes amongst each other. In in a pure McCain vs Huckabee and Romney vs Santorum election from Iowa on with no other candidates, I think Huckabee and Santorum would've won or at least dragged it on like Clinton-Obama. Hangers-on like Perry and Gingrich made it easier Romney to advance.
I think Ted Cruz is dangerous because he could be a unifying voice among the far-right. For has crazy as he can be ideological, he doesn't make actual gaffes and he's such a dominant presence that he would stop any other conservative on his level from running.