> What objective does this accomplish?
Why do you want to know this? Are you planning to do something about it? Anyway, see below.
> How could it be worth it to literally make an enemy out of anyone who doesn't take to the new terminology?
You seem to be mixing the ends here, you think he is the one who's supposed to be afraid of "literally making enemies"?
I'm going to update my world view based on this new information. I used to think Trump was just a right wing guy who put his country first. His actions seem to have become increasingly unhinged.
This is relevant to me because Brazil is going to have a presidential election soon and the right wing is taking over. Trump's brazilian ally is expected to win. I'm gonna start paying a lot more attention to US-Brazil relations.