Conservative commentator Jonah Goldberg thinks Republican presidential candidate Donald Trump’s “increasingly repugnant rhetoric” as the 2024 election enters its home straight may actually be a deliberate ploy.

And Goldberg suggested how it could pay off for the former president in the race against Democratic rival Kamala Harris.

“As strange as it sounds,” former Fox News pundit Goldberg wrote in his latest Los Angeles Times column published Tuesday, it’s “an effort to win over undecided voters.”

“Persuadable voters” have “to be convinced that they should back a specific candidate” while “irregular voters” have “to be motivated to vote at all,” explained Goldberg, citing analysis from The Atlantic’s Ronald Brownstein.

“Trump’s apocalyptic rhetoric probably turns off most persuadable voters,” he continued. “But it may be just the ticket to move a subgroup of irregular voters.”

“If you’re not normally inclined to vote, policy differences aren’t going to motivate you to do so,” Goldberg said. “But being told America’s very existence depends on it might.”

Read Goldberg’s full analysis here.