If you substitute "dog treat" for "shiny thing" and "family dog" for "everyone", then it should be crystal clear--at least to dog owners--what Trump is doing. He tosses out treats and people run and gobble them up.
Doesn't say much for our collective intelligence, but I'll leave that stone unturned. Just remember, Trump can--up to a point--say anything he likes. How we respond, or if we even bother to respond, is under our control. If ignored, he'd wither.