To say Donald Trump's closest and most bitter primary rival failed to endorse the Republican presidential nominee Wednesday night is an epic understatement.
Cruz's only mention of Trump during a 25-minute speech at the Republican National Convention was during the first three minutes, when he congratulated Trump on his victory.
The rest of the Texas senator's address, strong as it was, seemed a vehicle to show off his gift of oratory and elaborate on his own conservative principles.
It was a while before the crowd came to the conclusion Cruz was attempting to feather his own nest by criticizing Trump's conservative credentials.
But as soon as he mentioned voting your "conscience," the crowd finally understood: This is not a pro-Trump speech.
It turned on a dime. From enthusiastic love and support, the floor became aggressive. Counter-chants of "USA!" and "Trump!" broke out, led by the New York delegation in front of the stage.
Cruz was jeered for the rest of his speech, even when he tried to return to the story of the young daughter of a slain Dallas police officer.
His speech concluded with a huge boo while the Trump family observed in stony silence.
Passed over for vice president, Newt Gingrich did clean-up against Ted Cruz's bitterly received speech.
“I think you misunderstood one paragraph of what Ted Cruz said," Gingrich explained.
“Ted Cruz said you can vote your conscience for anyone who can uphold the Constitution," he continued. "In this election, there is only one candidate who can uphold the Constitution.
“So to paraphrase Ted Cruz, if you want to protect the Constitution this fall, there’s only one possible way and that’s to vote the Trump-Pence ticket.”
CNN reported that Jonathan Barnett, a delegate from Arkansas, walked off the floor after Cruz's speech, steaming that the Texas senator didn't endorse Trump.
"He's self-centered. It's all about Ted Cruz. All he did is ruin his political career," Barnett said. "I think he's finished."
A similar sentiment from Arizona delegate Bruce Ash:
“Cruz missed his moment. All he had to do was say 'Trump' and he used the dog whistle for 'conscience.' A very disappointing message," Ash texted.
Cruz’s wife, Heidi, was escorted out of the arena after getting heckled by Trump supporters yelling "Goldman Sachs!" -- the firm she worked for before her husband’s presidential campaign.
"I don't talk to the media, thanks," she responded when reporters tried to ask her a question.
CNN reported a source who was just in the donor suite level at the same time as Ted Cruz said people were going up to him and calling him a disgrace right to his face.
The source saw a state party chairman yelling at him so angrily that he had to be restrained.
And while Ben Carson was getting mobbed by fans asking for selfies on the same level, Cruz and his wife walked by with a security detail as everyone fell silent and avoided eye contact. No one said a word to him.
The Hill newspaper grabbed longtime Donald Trump ally, political consultant and Miami resident Roger Stone as Stone was leaving Quicken Loans Arena.
"By Ted Cruz not supporting the nominee, he's exempted himself from real conservatives," Stone said. "No voter gives a crap about what Ted Cruz does. The only person this hurts is Ted Cruz. ...
"Ted Cruz thinks he's Ronald Reagan. The problem is, he's not anything near Reagan in terms of being an inspiring, likable figure," Stone said. "He's a dumb SOB who thinks he's smarter than everybody else. He's a despicable human being."
CNN's "Live Blog" was a source for much of this story. Reach Nancy Smith at email@example.com or at 228-282-2423. Twitter: @NancyLBSmith