@Louis-1988:
Nobody would sink this much time and money into a campaign and lose all sorts of endorsements, business partners, TV show deals, etc if they weren't 100% serious about their run. Trump is for sure all in on his bid.
Hes barely sunk any money into it at all. He's loaned everything. If he gets the nod he can repay himself through campaign funds. He's offically only spent like 200,000$, which is kind of a drop in the bucket for the prestige.
He wants the fame, the title, the attention. He doesn't want the job and he never realistically thought he'd get this far, its why he didn't run in any of the previous elections he said he'd run in. He saw it was a weak field this time and thought he could beat those guys. Drumpf floated the idea of running for president in 1988, 2004, and 2012, and for Governor of New York in 2006 and 2014, but did not enter those races. He ran in 2000 and then quit almost immediately after like two primaries, despite winning them.
ALL times where he said he was considering running and he didn't? If he really wanted this he would have tried harder years ago… this is just the time he thinks he can actually skate to something by playing the republican party before he's too old to run. (He ran independant before.) He jumped in expecting to get some talk and publicity and be on the tv 18 hours a day. He didn't really expect to be the frontrunner quite to this degree.
(All the horrible things he's been saying make more sense if you assume he's trying to discourage voters...)
Its the entire reason a corporate mogul hosts a reality tv show that gets him on the air every week where he gets to be the boss and seem important.
As far as the business deals and partners he's lost, drop in the bucket compared to forever being in the history books. Even if he loses, the rival candidates still get their names in textbooks.
@Wagomu:
That story arc always bothered me. It was cool and all, but it really should have taken place earlier in the JL timeline. Luthor running for president after being a public mega-supervillain just never made sense. But doing that, and then falling into villainy with cancer? That would have worked.