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Rubio doesn't seem like much of a conservative in some important areas.
For instance, he's a supporter of the Cuba embargo's provisions that individual American citizens can be investigated by the Treasury Department and fined/jailed simply for traveling to Cuba without a stamp of approval from the US federal government.
That's rather frightening, since it means he believes in a big, intrusive, expansive, nanny state in that area, and thus has no particular ideological belief in things like privacy rights or the rights of American citizens to travel as they please.
Also, as a member of the Cuban-Floridian elite, his "draw" with the Mexican-descended majority of America's hispanic voters will be minimal, if anything. If anything, non-Cuban groups tend to view Cuban-Americans with disdain, and Cuban-Americans are only around 3.5% of America's hispanic population.
Rubio does nothing to garnish the non-Cuban Hispanic vote.
Cubans get a free pass when they immigrate. Other nationalities do not.
While I understand your point, I don't agree that he would do literally nothing to garnish the non-Cuban Hispanic vote. I think he would do little, but every little bit helps.