Hey Smartasses! Donald Trump is Playing You.

Yesterday, in honor of Cinco De Mayo, Donald Trump tweeted a picture of himself eating a “taco bowl” and captioned it “I love Hispanics!”

The internet lit up light a pinball machine. So tone-deaf! So out-of-touch! Does this guy really think that eating a meal that’s half a notch above a Taco Bell Border Bowl is going to endear him to Hispanic voters?

Well, maybe.

Or maybe he thought getting 75 thousand retweets in less than 24 hours might be beneficial to him. Maybe he thought being a trending topic on Facebook, or having an article about his post featured on the front page of nearly every major digital news outlet would might be a good way to get in front of people, right as news of his “Presumptive Nominee” status was getting a little stale.

If Donald posted something sensible, his devotees would share it and talk about it and no one else would care. It wouldn’t be newsworthy.

(What he eats for lunch isn’t newsworthy, either, but that’s another discussion.)

Say what you will about him, but Donald knows how to keep the public’s attention. And he knows nothing gets more eyes than outrage. Why pay for your own publicity when you can get people who despise you to generate it for free?

There’s a new story coming up on the heels of #TacoBowlGate, by the way. Some intrepid sleuth noticed that, beneath the faux-Mexican meal Donald seemed so excited about, there was an open People magazine article featuring his ex-wife.

How narcissistic! How self-centered! How could he be so stupid? Is he still hung up on Marla? The headlines almost write themselves.

Should we really believe that a perfectly-placed magazine article amongst a sea of otherwise nondescript papers was an accident? Because now, instead of one day of media attention, Donald gets two. And tomorrow, it’ll be something else.

So, sure. It can be fun to point and smirk at the perceived missteps of someone you disagree with—I’m basically doing it right now and it feels great—but just know that in doing so, you’re probably playing right into Trump’s tiny little hands.