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I don't think this was any kind of gimmick from Maher, unless his whole career has been gimmick, and maybe it has. It's been a profitable one, though. Dude is worth 9 figures, I doubt he's grasping at straws in order to "stay relevant." He's been mighty successful at doing what he does and has pretty solid core of support. I doubt he's worrying about too much of anything...