Like all good tyrants, the president is now in the business of telling us how we must feel

I wonder, what will be the punishment for not showing the requisite affection?

Here:

We must love each other, show affection for each other, and unite together in condemnation of hatred, bigotry, and violence. We must discover the bonds of love and loyalty that bring us together as Americans.

We must, we must, we must, we must increase our bust!