There is a campaign to get the general public to despise those less fortunate than themselves and steer ones focus away from the big greedy corporations who are really abusing the system. Some corporation and their goons are profiting by these tests.
This strikes me as very rude. It's like: "Hey man, get out of my backyard" "I'm not in your backyard." "Yes you are, now get out before I come out there" "I've got a bazooka, come on out." I don't see how that is awesome.