More than one conservative person has gone on TV and explicitly said, this Truth Social thing is great because you can funnel money to Trump just by buying some of the stock, and it's perfectly legal and more or less completely secret.
The value of the stock finds its own natural balance based on supply and demand -- he has like $5 billion worth of shares, but he can't sell it and get anywhere near that much money, because the value will plummet if he starts selling in any big amount. But, if people are buying the stock, then the value goes up, and he can sell some, and the value will level off back down, and so on.
Basically the dollars that get spent on this stock that has no real inherent value will get routed into a big inflatable balloon of money to blow it up a little more, and then Trump can take some out, and the balloon will deflate a little but still maintain enough pressure that the balloon survives. The dollars that went in don't need to be the same dollars that came out for the system to still work that way.
Thing is that you can use math to find actual value. But, if I warmed up a financial calculator and follow the steps, I'm pretty sure this company has negative actual value, and that's saying something since even companies with no assets and revenue have small value.