Yeah, and the problem is people just kind of stop at "they're dumb" like that's just the end of it. "They're dumb and our opponents are unscrupulous so we'll never win until dumbness is eradicated". It's an influence campaign. Figure out a way to make the dumb people want to vote for you! The dumb people exist, some of them vote, and others could probably be encouraged to vote who don't.
No ad agency would stay in business by saying "sorry, we didn't get you any extra sales, but it's not our fault because the consumers are dumb, and also you should hire us to do it all over again next time because our failure was the absolute best that could have been done under the circumstances".
I honestly don't know. He's not as viscerally mean as Trump, but he's also a lot smarter. I think some part of him is a fancy boy who wants to be liked and to win by being clever and insightful rather than just brutal. He used to write about his nice life in San Francisco doing community gardening. If he could get the upper-crust to like him (not just use him) that seems like something he'd enjoy.
But then again, he sold out to the guy he thought was Hitler, so he might just be completely without shame or conscience.