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It's mainly a spoof... some details include:
1. Regular guys do not spend $400.00 or more on haircuts.
2. Regular guys brag about their SUV's, or any other car. They would never say "my family owns an SUV, but I don't".
3. Regular guys know the difference between medals and ribbons, if they earn them. Regular guys do not throw away hard earned rewards or honors bestowed on them.
4. If a regular guy bought a $750,000 yacht, he would not name it "Scaramouche".
5. Regular guys never ask “Do you know who I am?”.
6. "...the nonpartisan Center for Responsive Politics found that Kerry accepted more money from lobbyists than any other Senator over the past 15 years..." - a regular guy barely knows what that means, but it doesn't sound good.

While it was expected that John Kerry's highbrow handlers would not know all of the nuances of local South Philadelphia etiquette, it was surprising that neither Mr. Kerry, or his men noticed the big sign with the large lettering starting with "How To Order A Cheesesteak...".
The sign was designed with simple instructions as to how one could order a cheesesteak.
As stated on the bottom of the sign, Mr. Kerry should have gone to the back of the line, until he got his order right.