He did it again. With just 17 words, a hashtag, and a picture of his lunch, Donald Trump has the country talking about him — and it’s brilliant.

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The presumptive Republican nominee tweeted a picture of him eating a taco bowl in Trump Towers to celebrate Cinco de Mayo. Smiling at the camera with his thumbs up, he declared that it was a great dish and how he loves Hispanics.

Everyone who never understood Trump, his appeal, or why he would win the Republican nomination slammed the picture as unbelievably stupid.

Once again, they don’t understand how the game works.

Trump’s picture isn’t pandering to Latinos. He’s pandering to people who have a negative opinion of him. He’s making himself a target and making you laugh with him — even if someone thinks they’re laughing at him.

He’s not taking himself seriously — the way that Clinton does when she releases a playlist of millennial friendly songs or refers to herself as an “abuela.”

The world’s talking about him again — and not how Mitt Romney is refusing to attend the convention in Cleveland, not how Hillary Clinton’s is releasing critiques on him, and not how Paul Ryan said he cannot endorse him yet. No, they’re talking about his taco bowl and smiling along with the billionaire.

This is genius. This is how he is making himself more likable, controlling the media and the narrative of the presidential race.