Well, I think he is appealing to standard liberals. The whole project of Vox is to launder Neo-Liberalism and "Market based solutions" as "woke" and progressive. Like, for example, I remember an early article about how great charter schools are because then a hypothetical Black family could have the choice to send their child to a charter school that focuses on Black history and culture, if there were enough Black families desiring that that the market would allow it. It is continuing the Clintonian project of having very far right neo-liberal politics that favor an affluent PMC person in the suburbs, while telling themselves that the are moral and progressive.