If Trump had never entered the primary, the establishment money and media would have chewed Cruz up long ago. So the point is moot. He would never have gotten this far. Trump is number #1 and Cruz is #2 and #2 is the best possible outcome for him after riding Trumps coattails. With each passing day Cruz is less and less a viable candidate and just a GOPe toadie.
If trump never entered the race Cruz would get all the antiGOPe vote.