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Most of his supporters want to put up a great big "fuck you" to the Republican establishment. And this is the only way they see to do that. This is a grassroots revolt and the establishment has lost control of the party.
This is why nothing seems to hurt Trump. He can say whatever outrageous things he wants and his voters will continue to support him because they are fed up with the elitists running their party.
And this has been brewing for awhile. The libertarian and Tea Party wings have been getting increasingly angry over the last few election cycles. It's now a civil war.