I don't think Trump is making any effort NOT to be shoehorned.
I think being what liberals think he is is exactly what he wants, and what his supporters like about him.
And fascism is a smear word because fascists deserve to be smeared. They simply think they are better than other people.
Either they believe they are from the right country, or the right race, or the right religion, or they have the right amount of patriotism, work ethic, civic virtue, ambition, entrepreneurial spirit, family values, and so on.
Fascists believe they are racially, morally, or intellectually superior to other people. Not as a matter of personal pride, but as a result of their tribal membership. I can't speak for Robert, but I know exactly what I'm doing.