The more I think about it, it seems like Cruz may end up being the most powerful Republican in the primaries. He is the likely Iowa caucus winner, the emergency fallback break-in-case-of-Trump option, and a potential Trump VP. At any point in the race, he can effectively crown Trump the nominee by dropping out and endorsing him (for a VP position probably). More importantly, a brokered convention situation likely involves Trump, Cruz, and Rubio (or Christie). Trump obviously wouldn't achieve a majority as preventing his nomination is the reason for the brokered convention, but Rubio winning would require cooperation from Cruz. The most likely option here seems to be Rubio (at the behest of the RNC) frees his delegates for Cruz and makes him the nominee. Whatever happens, Cruz is likely either the kingmaker or the ultimate fallback.
I've come to this conclusion, and, obviously, I'm not alone. I think it's becoming a bit obvious that Cruz is angling to be in a position where the Establishment will have to turn to him to stop Trump, and he's doing an excellent job so far in moving in that direction.