Light aircraft pilot reported he was about to take the runway at CEW; a non-towered airport; when a ground observer alerted him to traffic landing opposite direction who was not communicating on CTAF frequency.

Narrative

I had just finished my run-up at CEW (Bob Sikes Airport) and was holding short of Runway 35 for departure. Winds were reported out of the north at 5 kts. on the ASOS. Upon reaching the hold short; winds heavily favored Runway 35 (7-10 kts. on windsock out of the north). From my position; I had a clear view of both base and final for [Runway] 35; as well as the left downwind/base and final for [Runway] 17. I scanned the pattern and observed no traffic; I also had not heard any calls over the CTAF since engine start (roughly 6-7 minutes prior). I made my CTAF call announcing I would be taking Runway 35 for departure. Before I started moving; an FBO vehicle made a call announcing that there was an aircraft landing on Runway 17. Soon after; I had a visual on a [light aircraft] in his flare that was previously obscured from the glare of the sun. I never crossed the hold short line; and I thanked the vehicle over frequency; who stated that the traffic had not been making any radio calls. After the aircraft vacated the runway; I made an uneventful departure to the north. Although there was no immediate danger; it was a little too close for comfort. Personally; I have had no experience at an uncontrolled field with an aircraft not making any CTAF calls. I understand that it was within their right to do so; but I believe in this case it made an unsafe condition possible. The pilot must have not have picked up the ASOS; because he landed with a 7-10 kt. tailwind; I believe this added to the confusion. Luckily; the pilot didn't even use half of the 8;000 ft. runway; so if I had continued to line up on the runway; I would have easily been able to see him. To some degree; I fell victim to an expectancy bias. I will definitely take this as an important lesson moving forward.