Trump knows that the press isn’t trusted very much, and that the less it’s trusted, the less it can hurt him. So he’s prodding reporters to do things that will make them less trusted, and they’re constantly taking the bait. They’re taking the bait because they think he’s dumb, and impulsive, and lacking self-control — but he’s the one causing them to act in ways that are dumb and impulsive, and demonstrate lack of self-control. As Richard Fernandez writes on Facebook, they think he’s dumb because they think he has lousy taste, but there are a lot of scarily competent guys out there in the world who like white and gold furniture. And, I should note, Trump has more media experience than probably 99% of the people covering him. (As Obama operative Ben Rhodes gloated with regard to selling a dishonest story on the Iran deal, the average reporter the Obama White House dealt with “is 27 years old, and their only reporting experience consists of being around political campaigns.” In Rhodes’ words, “they literally know nothing.”)
This applies just as much to the “Never Trump” types and even the “Trump Not so Much” types who are constantly concern-trolling about how Trump shouldn’t answer back to all the various fake news items used by the press to try and regain the advantage.