This is definitely worth taking seriously.
But, if you
(1) don't think he would have any shot in the general against anyone;
(2) do think that he isn't really an embryonic fascist after all, but just playing one on TV until he wraps up the nomination; and
(3) take a moment to reflect on the fact that he isn't just better than Cruz, he's likely better than 10 out of the 16 other past-or-present GOP candidates (including Rubio), who only look like they're not nightmarishly insane/incompetent compared to Cruz, and are probably even more so than Trump once point (2) is factored in;
- then you might want to take this (fairly long but really excellent) piece just as seriously.
For this reason above all else:
"When Trump’s presidential rivals attended a David and Charles Koch retreat, he tweeted: 'I wish good luck to all of the Republican candidates that traveled to California to beg for money etc. from the Koch brothers. Puppets?'"