The problem with this whole 'Joe the Plumber' thing is that it is pretty much dishonest at every level. Even as a hypothetical scenario of a middle class small businessman, it is in no way realistic. The myth of Joe the Plumber is one of a very successful businessman who is a moron when it comes to running a business.
I don't think so. I think the myth of Everyman Joe is that there is someone who doesn't have much money now, and works at a trade, but has ambitions of one day owning a business and being wealthy running it.
That isn't dishonest. It may not be realistic for most people, but it is not a lie. Of all the people who have such aspirations, few will ever achieve them, but the ones who achieve them are real people, and the ones that have the aspirations are real people.
The press is questioning the validity of that straw man and it is being perceived as attacking 'everyman Joe'.
I think they are perceived as attacking Joe the Plumber when they say that he owes back taxes. The fact that this particular plumber owes back taxes, or doesn't have a license, or doesn't make much money, is in no way an attack on "everyman Joe". It is an attack on this particular example of Joe the Plumber. It's quite personal as applying to this one guy who asked the question.
What then is the proper method of exposing this fallacy?
I think the proper thing to do is to point out that the Obama plan does not tax business revenue. If people, like the hypothetical future successful Joe, do indeed become wealthy, Obama will indeed raise their taxes. However, they have to become extremely wealthy before this kicks in, and Democrats, which includes me, are perfectly ok with making wealthy people pay more taxes.
In other words, the error behind Joe's question was that Obama would tax him as he struggled to build his business. That's not true. Obama won't tax him while he's growing, and Obama won't tax the revenue that he pumps back into the business. However, if he builds it to the point that he is actually bringing money in by the bucketload, then Obama will rais his taxes.
Meanwhile, leave the real Joe alone. He's just some plumber with a dream. Probably not a realistic dream, but most dreams aren't realistic.