Or, he's doing this all on purpose.
At this moment there are multiple routes he could possibly be taking:
1. He's a democrat Trojan horse and is destroying the GOP *and* Fox News from within by forcing conservatives to rally to his cause and ultimately make them look bad, while having GOP and FOX shuffle to try and tell the people the candidate THEY want which guarantees Republicans will not win the presidency. Taint the food source and people won't come.
2. He's just doing whatever and is going to one up one crazy statement after crazy statement because it gets him more attention and he has no idea what he's doing.
3. He's not Hulk, he's Loki, and really is not tied to any actual partisan platform (I.e. Not a dem Trojan horse, but not an actual republican either) and is doing whatever, for the pure chaos of it, willingly, to make a joke of the presidential elections because HE CAN.
4. This is his actual 100% attempt at actually running running for president.