Donald Trump is exactly what the Republican Party deserves.

The Republican Party has nurtured anti-immigrant, xenophobic nastiness for years, but it has tried to do so, at least at the national level, in language that disguised it as a simple issue of law and order.

Trump has blown all that to bits.

Trump is now leading in the polls as measured by support of likely Republican primary/caucus voters, according to a USA TODAY/Suffolk University poll released this week. Although, it should be noted, he leads with only 17 percentage points in the crowded field, just three points ahead of Jeb Bush, a gap that is still within the poll’s margin of error.

But Trump leading in the polls is all the media needs to allow Trump to also lead the debate. There is nothing a television camera likes more than spectacle.

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.

In the same USA TODAY/Suffolk University poll, Trump has a staggering unfavorable rating among all voters, including Democrats and independents. According to the newspaper: “In the poll, 61 percent have an unfavorable impression of him and 23 percent a favorable one.” In comparison, “Bush’s favorable-unfavorable rating is 35 percent-42 percent.”

But Trump is milking his moment.

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 screens, 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.

But Trump is an egotist. He is at the center of his own universe. He’s not so much concerned about politics, or his party or the presidency. Trump is good for Trump.

But, what’s good news for the Trump brand could prove disastrous news for the Republican brand.

Trump recently boasted, “I’m, like, a really smart person.” I believe that’s true — not necessarily in the erudite, intellectual sense, but rather in the instinctive, people-reading sense.

When Trump made his campaign announcement last month, he said:

“When Mexico sends its people, they’re not sending their best. They’re not sending you. They’re not sending you. They’re sending people that have lots of problems, and they’re bringing those problems with us. They’re bringing drugs. They’re bringing crime. They’re rapists. And some, I assume, are good people.”

Set aside the fact that he provided no evidence of the Mexican government’s “sending” anyone to this country. Set aside the fact that, as The Washington Post put it, “data show that new immigrants — including illegal immigrants — are actually less likely to commit crime, not more.”

Facts are not the point for Trump. He spouts so much unsubstantiated idiocy that trying to correct it all would drive any respectable fact-checker mad. Indeed, taking Trump seriously enough to attempt the appropriate fact checks, in a way, only serves to elevate his obvious provocations to serious rhetorical argumentation.

Some corporations distanced themselves from Trump in the wake of his comments, but Trump seems to be making the calculation, probably rightly so, that the business he loses by being in the news is worth less than the free airtime that doing so affords him.

The whole point of Trump’s perfidy is provocation, which is itself a way of positioning him for more profits. Republicans get excited; Trump gets richer. Detractors get angry; Trump gets richer.

This is where his true gifts are on display, this form of emotional intelligence and business acumen, the ability to tap into and exploit other people’s emotions, even those whose response to him is revulsion. This is the art and craft of the demagogue.

You have to see Trump’s statement for what it was: A naked attempt at Willie Horton-izing Mexican immigrants, and thereby the exploiting of the image, substantiated or not, of the brown-bodied predator destroying our country and taking the virtue of our women.

It provides language for people to hide their racism and nativism inside the more honorable shell of civility and chivalry. It allows Trump to tap into anger and call it adulation.

Trump knows how to get a rise out of people, and he’s doing it.

On Sunday, Senator Lindsey Graham, another of the gaggle of Republican presidential candidates, said of Trump on CNN:
“I think he’s hijacked the debate. I think he’s a wrecking ball for the future of the Republican Party with the Hispanic community and we need to push back.”

But the Republican Party isn’t innocent here. Trump isn’t imposing a poisonous view of Hispanics; he’s voicing it. And he’s voicing it in precisely the blunt and noxious terms that a sizable portion of the party feels it and in which they want to hear it discussed.

While some Republicans have sought to distance themselves from Trump, if not completely condemn him, the terrain of those responses has been wobbly. This allows all the more weight to Hillary Clinton’s charge that Republican candidates are “on a spectrum of hostility” when it comes to immigrants.

But there are also Republicans who outright applaud Trump. As Senator Ted Cruz, another Republican presidential candidate, put it:

“When it comes to Donald Trump, I like Donald Trump. I think he’s terrific. I think he’s brash. I think he speaks the truth.”

As long as portions of the Republican Party laud the divisive, fact-challenged Trump as a terrific truth-teller, the party’s brand will continue to sustain incalculable damage, particularly among the vital immigrant population.

There is no need for anyone to have one ounce of sympathy for the G.O.P. Its chicken has come home to roost.