Trump is a chest-thumping buffoon, but he's also a "manly man" -- just look at how he made Marco Rubio apologize for obliquely questioning his penis size, while shamelessly bragging about being well-endowed. He was also willing to tap into America's latent racism, something I doubt Zuck could credibly do. He doesn't have a good story besides "technocrat in chief," and many people will just see the oblivious, arrogant nerd who spent his high school years getting chocolate swirlies.
Case in point: Bernie Sanders. Also before Trump surged ahead, Jeb "low energy" Bush was the GOP front-runner.
It's true that Trump ultimately won, but I don't think his "manly man" image was the key factor. Recall '08 when Obama defeated the Maverick and his gun-toting mama bear VP.
Is he more of a "villain" than Trump? I think most Americans understand that you have to step on a few toes (or many toes) to build a global empire the size of FB.
Also remember that in American society, might (money) = right. Everyone knows that Jobs was an asshole, people still worship him anyways. It's sad, I know, but it's a fact.