Oh hell, he just makes them feel good. The message they hear is that they are the true & good #AmericanPatriot, an honor which requires no effort or sacrifice from them, and no-one will ever tell them what to do anymore, or what's right. And, above all, no requirement to think.
We over analyse this shit trying to construct some way a person similar to us would go this direction. But they aren't like us, so they can't be understood using those tools. ...