Gonna push back on this one a little bit as, in a lot of cases, it is being used to highlight comments like Vance's "childless cat ladies" comment, which is weird, exclusionary and, if you really sit and think about it, is a "deplorables" level comment in its own right. Dems shouldn't be scared of highlighting that, even in ways that seem unorthodox to how they normally address these things.
Now, at some point, you have to pair the word with tangible examples of weird policies that the Trump/Vance ticket has been tied to or else it will fade away. But it's clear to me just by looking at the reaction from the Trump side that they don't see this as a positive. At all. It's the most off of their game I have seen them since coming down the escalator (maybe even more than Access Hollywood, which Trump just powered through at the subsequent debate)