He called McCain a wimp for being a POW and was still somehow standing on stage for the Republican nomination. You'll have to forgive me if it seems like they don't stand for anything in particular anymore. I guess the one difference is that swing voters weren't paying attention yet when he said that.
But still, he's been saying reprehensible things since day one, and all it's done is underline his belief that there's no such thing as too much attention, negative or otherwise.
Primary vs general. He got away with that shit during the primaries. The second he started that bullshit against the judge his numbers took a hit. It plays only to his base. The problem is his base alone cannot win him the presidency. He spouted all kinds of bullshit during the primaries that has hurt him as well. Particularly with minority voters. That shit matters. It's going to be the reason why he loses FL. People say he keeps bouncing back. That is only true for his base. He needs to reach more than his base to win. His strategy now is to essentially clean sweep the rust belt + FL. That's how narrow a path he has due to all the shit he has spewed. FL is likely beyond his reach which is going to make it the path worse for him.