Is the media off-target with their personal attacks on Joe, the Plumber?

Don't they get it? It's not about "Joe, the Plumber" the person, specifically. It's about hard-working small businesspeople trying to achieve success and expecting the government to encourage entrepreneurship and reinvestment into their own businesses and communities, instead of giving more money and power to the federal government for entitlement programs that distort markets for products (health care, housing).