How can he be so obtuse?
Nope. He's quite clever and just following the same model of self employment as Katie Hopkins, Rachel McKinnon, Titania McGrath etc (though at least Titania is open about it).
None of these people really believe all the stuff they write. They don't spend time and energy carefully considering their position. They write whatever is zeitgeisty with the market segment they have targeted and try to be as controversial as possible to get attention.
He's just a Katie Price for people who shop at Waitrose.