Alot of people that want to make America great again have no interest in being in a club or anything that sells merch. To them, America was great when you didn't have to perform politics to your neighbors. And you didn't care what their political persuasion was as long as they voted. And were left alone. So there's a lot of overlap with the protest sorts that do like merch and "belonging" to a group that has insider lingo. America when it was great, allowed for such things. Pressure to confirm makes it feel culty.