No mention, no kind words, no endorsement.
Following better-known party figures like Wisconsin Governor Scott Walker and former House Speaker Newt Gingrich, the IN governor took the stage at Quicken Loans Arena IN Cleveland as the final speaker of the day, IN an effort to build excitement for the Trump-Pence ticket.
And then Trump, 70, himself appeared, making his entrance to the convention hall near the end of Cruz's speech, applauding Cruz's remarks but, by his appearance, drawing attention away from his former rival.
Unlike other Texans who became Trump bandwagoneers after bad-mouthing him - we're looking at you Rick Perry - Cruz declined, at least for now, to fall in line with a candidate he battled bitterly through primary season. I wish he would endorse.
"I assume the reason they wanted me to speak is they believed my delivering that message would encourage people to come out and vote, and they believed it would help".
The answer, I guess, is political loyalty. But I admire Cruz for opting for something more lofty - loyalty to principle. Because Ted Cruz has decided that he knows better?
But even those who said they otherwise liked Cruz, and the general message of the speech, felt a sense of betrayal with his refusal to offer an explicit endorsement. You see it everywhere - on buttons, T-shirts, hats and stickers. In another twitter post, Trump criticized the United States media for spending more time "doing a forensic analysis of Melania's speech than the Federal Bureau of Investigation spent on Hillary's emails". He'd hoped to convince Trump supporters to back Cruz when they realized that Trump wasn't a serious candidate. Boos echoed out inside the arena as well as in an outside plaza, where dozens more Republicans were gathered to watch the speeches via livestream. Things got a little awkward. Many regular people couldn't and wouldn't.
A witness said one person shouted "Goldman Sachs" at Heidi Cruz in reference to her employment at the investment bank. As Cruz was concluding his speech, Trump entered the Quicken Loan Arena, with television cameras showing him smiling and giving a thumbs up to the crowd. And that remains - at least for now - a hurdle too high for Cruz.
Just as Mr. Cruz was completing his address, Mr. Trump joined his family in the VIP box.
Speaking to an incensed Texas delegation, Cruz recalled an answer he gave at a Republican debate this year, when he enthusiastically said he would support the party's official nominee.
In a tweet after the convention adjourned for the night, Trump wrote that Cruz broke a promise they both had made to endorse the party's White House choice. "We have not abandoned who we are in this country. Who cast aside anger for love".