He's carefully crafted a "shtick", a public persona like other entertainers. He appeals to a certain group of people and says things people are thinking but won't say themselves, the more outrageous, the better. AND he makes good money doing it.
He's just one of the three stooges of the far right, entertaining to some who like that kind of thing. Pretense at being a news commentator, a'la Jerrry Springer style.