Yes, he's making money off of it. But, I think your first supposition is more to the point. The cruelty of his positions is the point. He, and those rightwing "traditionalists" like him, really do like the feeling of abusing others – of inflicting cruelty upon those they feel empowered to oppress. And, as long as they continue to profit from it, they (and those helping them profit) will feel validated and morally superior by our very outrage over their cruelty.