If Cruz isn't as far to the right as he plays himself off to be, then he's been putting up a convincing front for years. He was a TEA party favorite, after all. He also has very solid support from Texas conservatives (he has a lot of clout here for a junior Senator), but none of that precludes him from moderating his tone if he manages to win the party nomination. I'd be very surprised if he moderated anything more than his tone, though. As you say, he is indeed smart, and is skillful enough when he speaks to be convincing enough to overcome his snake-oil-salesman-like demeanor.