The pattern with him is that prefers to agitate from the sidelines from a position where he knows he is unlikely to win. It allows him to build up a cultish following of morons to massage his ego and be at the helm of something that advances his far right agenda.
Ultimately he knows he can’t be in a position where he would be exposed as the charlatan that he is. Brexit being a very good example where he got out as soon as the result was known knowing he would otherwise have to own clusterfuck he created.
Farage that is, not Rich.
