anecdotal, but living in S FL, I know a ton of first and second generation Latin Americans, even those who might otherwise be inclined to vote against Trump. for whom the S word is a total bogeyman and a deal breaker. There is a whole lot of Ana Navarro types in those communities.
It's just strange to me, he could have described himself as a Social Democrat, which is a more accurate term for his platform and sounds a lot less threatening.