“The DeSantis campaign’s tagline was: Decline is a choice. Success is attainable. Freedom is worth fighting for. But these were empty words, drained of any concrete meaning or authentic feeling. They were abstracted out to the 10,000-foot view, removed from the experience of real, material Americans. The message was linguistically clunky and substantially uninspired. It was an attempt to retroactively backfill a political vision onto a pre-existing policy agenda, rather than a policy agenda built upon a pre-existing vision.”