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For the same reasons anyone signs up for Twitter, or Facebook, or Reddit, or Lemmy. Just to be a part of it. Or maybe to curry favor with Trump. Or because their job requires it if they're a reporter. Or because they think they'll somehow profit off it. Or because they're cult members. Any number of reasons. Whatever the reason, my main point is that if Trump wins the Presidency, Trump Social becomes the de-facto social media arm of the most powerful and influential nation on Earth, which automatically means it goes from an also-ran Twitter knock-off to one of the world's most important social media network. This alone absolutely will drive up user counts, and therefore ad revenue, and therefore Trump's profits.
It's corrupt as all hell and he'll face.....oh, wait......never mind. It's legal now.
I will bet all my money that if Trump wins the election, Twitter and Trump Social will merge, it will be bought out in some shady and highly illegal deal where the government grossly overpays for both of them and they both walk away making billions, while Trump declares it an official government act and avoids prosecution.