I mean in that he actually does journalistic like things like this or firing really bad writers, he is often actually nice to people dunking on him on twitter and will play along, he will go on YouTube channels to poke fun at himself and the "this is epic" meme, is willing to debate/appear on non-positive-only sites, agreed with Sandy on the debate thing others were trying to start but said he was still open to a debate on her terms, etc.
Compare that to the rest of the Wank Dad and the conservative media in general who are completely humorless and don't even feign integrity. (edit: I don't think he's totally reversed his Trump position either like Tucker did) He clearly doesn't have to do these things and keep his fans. Hell, compare to a "comedian" in Steven Crowder and it seems like Shapiro is massively more comfortable with it all.