As the author, I can assure you that I personally do not think that Trump resembles Hitler. But the rise to power utilizing retribalization tendencies described by McLuhan that follow the emergence of new types of media might be comparable.
Anyway, I refrained from specifically mentioning Trump because he is far from the only individual who is capitalizing on the situation.
Based on my world view, convictions and (of course limited) knowledge of humanity, I consider trends towards authoritarianism, zero-sum thinking, marginalization and glorification of the past a bad thing.
I do not see any evidence at all that this would create a better society for anyone (except the very few who'll be in power).
Of course, I might be wrong. But we have enough learnings from the history of human kind to make some rather safe predictions about the outcomes of certain directions and types of thinking.
Anyway, I refrained from specifically mentioning Trump because he is far from the only individual who is capitalizing on the situation.