Truth Social investors will get exactly what they deserve.

Maybe... but a number recorded on a sector of a hard disc at some financial institution should not be equated with time left to live and quality of life. Being constantly mad-as-hell-not-going-to-take-it-any-more-pity-party of Trump's MAGA crowd is just not a good way to live.

I'm concerned that a "Trump Risk Factor" is going to affect (if not tank) the market, as November approaches. A Trump administration will lead to significant business disruptions, and that possibility will have to be factored into the market.

I think many investors in "Truth" Social are banking on it being the official communication channel of the most powerful person in the world come next January, in which case it would likely have a much increased user base and certainly a lot more influence and brand recognition, and possibly a lot more attractive to advertisers, and therefore be a lot more valuable. Others are Trump devotees and have 'invested' in the company more to provide money to Trump to help him out of his financial woes, so they are probably not expecting a direct financial return.

What about the market in general? Surely that must be connected to what is happening?

I'm not quite sure I understand your question, if it's in response to my comment. 'The market' is simply a mass of individuals, and if enough individuals are motivated to own a particular stock, for whatever reason, its value increases.