Seriously, I just don't get the Rubio campaign strategy for really two main reasons:
1. He is not running a traditional campaign. He claims that TV ads will get him better reach than physical campaigning but reach is not the same thing as connection. You don't really connect with voters with a 30 second ad. They know you are running and a little bit about what you stand for but if they have been watching the debates, they already know that. Meeting in person is how you actually build a connection with someone. That way they can say "hey, he looks like a great guy" or "hey, he is just like me". It's sort of like the argument with regards to working remotely. Yes, in many ways it is more efficient and offers employers the flexibility to hire people from different locations and gives employees the flexibility they need if they don't want to move or want to spend more time with their family instead of commuting. However, working remotely very clearly keep you from building the connection with your co-workers that working in the office gives you. I think Rubio is making a big mistake by almost literally phoning in him campaign.
2. He is attacking Cruz and not JEB, Christie or Kasich. It just doesn't make sense. He is not going to peel away Cruz voters to himself, they will probably go to another non-establishment candidate like a Trump. Rubio is just not viewed as conservative enough by Cruz's core conservative support. Also, Cruz is uniting the conservative cause behind him, with no challengers from the right. This allows him to focus on Rubio or whoever he thinks is the strongest establishment politician (in a gunfight, always go after the best shot first). Rubio though is competing for the same candidates with JEB, Christie or Kasich, he needs one or two of them to drop out for him to win an early primary. He should be focusing on knocking one of them out instead of trying to get that 1% of Cruz voters to switch to him. And if one of them wins New Hampshire you'll see a lot of Rubio support evaporate and go to the winning establishment type (partly because Rubio never really campaigned, per #1). And honestly, the ONLY reason to vote for Rubio is his supposed electability. What happens with that thesis if he doesn't actually win anything?
I think Rubio will run a much better campaign next time (hopefully after a two term Cruz administration) but I really think he is messing this one up and time is running out.