He is risking a lot because he is challenging the conventions that all of the political class and establishment follow i.e. he is challenging political correctness which means that he is attacked by all of the great and the good combined. But it is precisely because he is not politically correct that he is so popular. All of the other politicians are controlled and have to be politically correct and have to say what their spin doctors and focus groups tell them to say whereas Trump is so rich and so fearless that he doesn't care what he says and that signals to the people that he has courage and is unlike all the rest of them which means that he is prepared to tell the truth, whether that be about someone's looks or character or anything, and that means that people think he will tell the truth about the country's problems and will have the courage to change things and fix them. He is not constrained by the rules that the political class play by, he ignores their spin and lies and bluntly tells the truth. That akes people think that he is on their side and not told what to do by the establishment.
The praise they heap on Mr. Trump — “He speaks the truth,” “He’s fearless,” “He’s not politically correct” — echoes the words conservatives have used to describe others, like Sarah Palin and Senator Ted Cruz of Texas, who have stirred their passions before.
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“We need the truth,” Mr. DeLemus went on. “We don’t have to like the truth. But we need it.”
www.nytimes.com/2015/07/18/us/politics/donald-trumps-complicated-charisma-fills-void-in-republican-politics.html
"Donald Trump, Challenging Political Correctness, Strikes a Chord
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Mr. Trump has regained momentum in Iowa two weeks before the state’s caucuses, and many voters cite his bravado and willingness to assail political correctness, more than his policy proposals, as the main reasons.
“I like that he’s not politically correct,” said Sarvinder Naberhaus, 54, of Ames. “Nowadays everybody has to have the same opinion. I love that he’s being so blunt.”
For Bill Brown, a 58-year-old factory worker who caucused for Mike Huckabee in 2008, Mr. Trump’s tough stance on immigration is a plus, but the fact that he does not shy away from sensitive political issues is the primary appeal.
“He speaks what’s on his mind,” Mr. Brown said. “I’m tired of political correctness.”
The term “politically correct” has become a boogeyman in the battle for the Republican presidential nomination, as candidates look to embrace the outsider mantle in a year when being “establishment” is out of style."
www.nytimes.com/2015/07/18/us/politics/donald-trumps-complicated-charisma-fills-void-in-republican-politics.html
There are real, huge problems - wages have not increased for 12 years, jobs are being lost as firms move abroad, liberty is being removed under political correctness, terrorism means that liberties are being removed, globalisation is destroying the middle class and all the politically correct politicians can focus on is minor issues like the sugar tax or other politically correct issues. People want soemone who cuts through the crap and solves the big issues and that takes courage because it means defiance of the establishment consensus and that is why Trump is so popular and why the establishment desperately want to stop him implementing change that goes way beyond a sugar tax.