With their attacks on his ideology, misogyny, and hair failing to wound him, Donald Trump’s opponents have decided to really cut to the quick: They’re now attacking the boastful billionaire’s business record. For a man whose sense of self-worth is clearly wrapped up in his net-worth (he has repeatedly called Forbes magazine to complain when they’ve supposedly underestimated his fortune) that’s gotta hurt. 

But maybe it shouldn’t. First, a blogger at Vox argued that Trump’s financial performance means that he would have been better off investing in an index fund rather than building up his business. This bizarre argument was masterfully dispatched with by Slate and Bloomberg View.  Now, political operative Liz Mair, writing in the Daily Beast, says that “Trump is only successful in the branding and self-promotion department, and rather fair-to-middling in all the others entailed in running a thriving business.”