I think this hits the nail on the head.
http://money.cnn.com/2016/10/17/tech...hp-toplead-dom
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The press takes him literally, but not seriously; his supporters take him seriously, but not literally.
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And here's an amazing coincidence. A recent book cataloged all the synonyms for bull####, and one of the oldest dates back to the 1400s. It originally referred to trickery and scamming, although its meaning has evolved to include general nonsense and insignificance. That word: trumpery.
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