Like Nader or Buchanan, I'm sure he really wanted to win, but did not realistically expect to.
I don't believe that we all have to toe the line to the two party system. Perot, Buchanan, Nader, Jon Anderson, Pat Paulson, the Libertarians, the Greens, whatever. As long as they run a legal campaign, I don't really care what their motivations are. They are welcome in the fray.
And as to "preying on the gullible", the gullible are the swing voters that every candidate and party chases with canned slogans and faux-pleasant imagery. I blame the gullible for their own gullibility.