I’ve tested Zito’s “drive outside any major city” hypothesis on a couple occasions in different parts rural Georgia. I’ve seen no signs for either candidate. Anecdotally, I don’t detect the enthusiasm that Zito, anecdotally, claims is there.
This doesn’t mean Zito is wrong about Pennsylvania. Common sense tells me there is definitely more “shyness” about supporting either candidate, because they are both so reprehensible. But common sense also demands I be skeptical about the idea “shy enthusiasm” existing in any larger number of people. That’s just not human nature.