Shor is part of a long tradition of triangulating Democrats who try to blame progressives who don't adopt the correct messaging for the party's incompetence.
These profiles mythologize him as some kind of wonderchild strategist without mentioning that young insiders usually gain prominence in American culture by finding a powerful older patron to back them. Shor is a mouthpiece for established interests (mostly white) who have never truly wanted to bring change people of color deserve.
Yes, messaging turns some people off... mostly partisans who would already reject the message anyway. And primarily when you let your opponents define the terms of public debate, which is what happened to Defund the Police. All the suburban white discomfort with Black Lives Matter has been subsumed into this myth that the average person loves the police.
The biggest tell in Shor's argument is when he starts saying Democrats have to appeal to everyone. This is a deadly mistake - trying to do that in an environment where everyone is mistrustful is a recipe for disappointing everyone. As Frederick of Prussia put it well - he who defends everywhere defends nowhere.
Democrats are facing oblivion because they have completely failed to fulfill the promises they've made Black and Latinx communities. They're talking themselves into embracing a strategy that puts college-educated white people front and center because guess who has money to donate?
Meanwhile the crucial margins among voters in these communities Dems rely on to win are slipping away. Trump will get 90% of his voters to return to the polls in 2024. Biden or Harris - she's more likely - will have trouble turning out even 80% of their 2020 voters.
If that holds in Georgia, Arizona, Wisconsin, Michigan, and Pennsylvania, game over. The Democrats engage in too much wishful thinking and self-serving speculation to win.