It’s common for political observers to shake their heads at Donald Trump. How does he get away with what he gets away with? And what is he really up to? Most recently, some observers noted Trump’s victory news conference Tuesday night and thought it was somehow an effort to sell Trump Steaks and Trump Water.

This is by no means a comprehensive explanation, but on Wednesday, Rush Limbaugh sought to decipher some of Trump’s appeal. He took as his text a Politico article headlined “How are they losing to this guy?” with the subheading, “Trump’s opponents are getting beaten by a man who uses election-night press conferences to peddle his brand of steaks and bottled water.”