“in a magazine that doesn’t care to explain itself very much as it’s geared for a certain segment of lubavitchers who get what its saying.”
I.e., those Lubavichers who deify the Rebbe.
I don’t think you’re like that, CS, but Beis Moshiach’s editors are most certainly closet elokists. They once printed Arnie Gottfried’s article that ended “Hu Elokeinu? The Rebbe, MH”M that’s who”. Which is indefensible, and they rightly got called out for it. But I don’t believe for a moment they’ve changed their shittos. Beis Moshiach’s editors have an agenda, and it’s poisoning Chabad. BTW Gottfried is the one who wrote one of the biggest pro-meshichist proof books in English, and I’ve seen his books in multiple meshichist Chabad houses. So even after that kefiradig article, he’s still considered mainstream by meshichistin.
Furthermore, Sichas Hageula almost never refers to the Shechina as the shechina, rather they always refer to it as “Atzmus Umehus”. Recent example: On Parshas vayera they wrote “it’s time to turn to HKB”H and ask him “Atzmus Umahus, please take us out of Galus!” There’s no reasonable reason for them to write this that way – except if they have a hidden agenda.
Sichas Hageula once called the Rebbe “Hakodosh Baruch Hu in a Body” years ago, and they got called out for it as well. But that doesn’t seem to spot it from appearing in meshichists homes.