My memory is hazy, but I think the state-run media used the same Alinsky tactics on Joe that they used on Palin (Pick the target. Freeze it. Personlize it. Polarize it). Someone discovered that Joe did not have a license, and therefore was not a "plumber" (implying that he was falsifying his credentials). His whole life was dug into. If I recall correctly, he lost business income due to the media colonoscopy.
The difference of course is that Palin is a politician and Joe is not. While Sarah had the experience to know how to deal with political enemies, Joe did not. He first tried riding the wave (with the unhelpful, self-serving assistance of McCain), then ran off the tracks - something I think could easily have happened to lots of people, including myself.
If, looking back, Joe is a little bitter, I can't say I blame him.
My apolgies to my High School English teacher, for mixing my metaphors... :-)