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I don't think that he's an asshole (well, okay, I mean, I don't think that that is why he's doing this). He did this sort of thing last time around too. I think that it's a pretty-intentionally-planned tactic by his campaign.
I think that Bill Kristol, a conservative commentator who intensely dislikes Trump, was the first I saw to summarize it shortly after Trump won the 2016 election. He called it "misdirection".
So, let's say that you want to control the press, something that would be really useful in an election. You can't just tell them "talk about X, and don't talk about Y", because they're going to do whatever they want.
So what you do is say something so outrageous on a particular point that they cannot help but talk about that particular, distracting item. The press jumps on it. The result is that they're talking about (a) you and (b) what you want them to talk about. Now, the downside is that it tends to be negative, but that's not necessarily the end of the world. In particular, you're controlling the media cycle and steering them away from topics that you don't want them to talk about.
There are a lot of things that the press might be talking about right now. Trump's potential criminal convictions, I don't know. Some of those are things that the Trump campaign does not want them talking about. But they aren't talking about those. Instead, they're spending time talking about how Trump was politically incorrect in talking about a candidate's husband, which isn't something that people who might vote for Trump are actually all that upset about, and that his campaign will have planned around dealing with.