The Donald himself threw his support behind Mitt Romney today, telling reporters he will not launch his own independent campaign for president.
The business magnate called Romney "tough," and "smart," but in the midst of a recessionary America, is the endorsement beneficial for the Republican?
A Pew Survey from last month says not likely, as 64% of GOP voters say a Trump endorsement makes no difference to them. Twenty percent of voters said it might even make them less likely to vote for a Trump endorsed nominee.
Right up until the annoucement, many news outlets had predicted that Trump would throw his support behind Newt Gingrich.
Trump's most recent politcial headlines infamously include his public declarations to see President Obama's birth certificate, and his pizza-eating faux paus while rubbing shoulders with Sarah Palin. Up until spring of last year Trump remained coy about his political intentions.
Democrats are already poking fun at the endorsement.
"They both like firing people, and they both made millions doing it," Florida Rep. Debbie Wasserman Schultz, the chairwoman of the Democratic National Committee, said on MSNBC.
Romney is still considered the GOP front runner but has been struggling to recover from a CNN interview where he commented that he wasn't "concerned about the very poor."
The endorsement comes just before Saturday's Nevada caucuses.