There’s actually something to that, though.
As a “reality star” and public non-political figure for the last few decades, he’s not someone that 49 states basically have never heard of, who has to spend half his time (and money) introducing himself, and who can be easily characterized by the mass media as something that he isn’t because few people know him. That is why none of their traditional attacks worked on him, among other reasons.
Think about that sick narcissist Obama wandering the halls of the White House mumbling in shock.