Ooh, Ooh! I thought of something else. That first drag you hear as you tighten up the shoes could be a false indication. I tighten them up until the wheel won't turn at all. This centers the shoes on the drum. Then back them off until the wheel turns freely but you still hear a scraping sound.
I think of you move the tool up, it tightens in every case (or do I have this backwards?)