You can call the guy names. But that doesn't really get to the heart of it. He really is a scam-artist, a film-flam man, a human being totally unqualified to seek the office he is supposedly seeking.
Even his intention to be the Big Kahuna seems like some kind of scam or bluff. It's hard to believe he really wants the job. Actually, it's hard to believe he wants any job, except being himself, he is just a brand name, seeking things in which to slap his brand upon. What an exquisite blow-hard extraordinaire. A blow-hard of epic proportions.
And there is a deep ugliness about the whole scam. But maybe it is that ugliness that he is really selling us. And the ugliness is latent in our politics. The deep ugliness is a feature, not a flaw of the man, and the "movement" (Neo-Reaction?). So if you point out the racism, the misogyny, the xenophobia, the authoritarianism and bullying, well you are actually pointing out the strong points of this particular phenomenon.