They don't spend much money or effort on Florida, that's why. Also, Conservatives are actively moving to Florida in droves (largely from California), seeing it as some kind of bastion for their extremism and bigotry. If they spent the time and effort needed to change things in Florida, the rest of the candidates across the nation would suffer.

And as for the national efforts, Dems are still run by the same milquetoast moderates who think their privilege affords them the leeway to simply hope the extremist problem on the Right will just go away, rather than face the fact that it's a cancer that will only grow if left unchecked.

As for messaging, I have no idea why they suck so much at messaging. They should take a hard look in the mirror and hire some new talent.