Let me be clear: Trump will not be the president of the United States. But I firmly believe that Trump not only knows that, he doesn’t want to be president. Trump is brand-building. This is all free publicity for a salesman in the business of selling himself. … There is a cottage industry among some public people that is breathing new life into the adage ‘all press is good press.’ These people use ignobility as an elevator; they inflame their way to infamy. They get the country talking and their names trending, then they turn that cultural currency into hard currency. … Every minute Trump is on your television screen, it’s good for Trump. Every time Trump’s name is mentioned on social media, it’s good for Trump. Every time someone writes about Trump, it’s good for Trump. This column is good for Trump.

— Charles Blow, in the New York Times.

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