People hate mealy mouthed, squishy words politicians. That is why he is doing so well.
Thought control and political correctness has moved it close to an Orwellian society. A wrong comment, no matter how mild, can cost you your job. Only the first letters of certain words can be uttered. People are afraid to speak out. Many conservative ideas are forbidden on college campuses. For Nikki Haley it wasn't enough that the South lost - she even denied the South a battle flag and blamed it for killings.
Few have spoken out against this dangerous trend - most having too much to lose. Until Trump. Furthermore, he wouldn't apologize and would not back down even when NASCAR and others threatened him. And he brought the immigration issue to the forefront.