Rather than just targetting poorer people with big TVs maybe look at how expensive supermarkets are and how much money is wasted on packaging, and the right displays. Cheap meat is not actually very good and ethically bad. The market traders are dying along with smaller independent shops where you use to be able to get cheaper veg and fruit. And they seem to be only open during working hours.
Peoples life styles have changed considerably, many families have both parents working who just dont have the time or energy to cook from scratch, you go into a supermarket and there are all these time saving meals, jars of sauces just add meat etc... 2 for 1 on pumped up full of water chickens and sausages, veg in over the top plastic packaging, thats what needs to be targetted not just another jab at people who dare to have big tvs.
Cooking is a passion but also time consuming, which I love, but I`d never be arrogant or presumtious enough to not understand why people dont.
Sorry, but a tin of toms and an onion does not a sauce make, its a start but not very nice without `erbs, seasoning etc 
I am cynical, JO and his ilk are out to make money and a name, its a bit of a joke telling people to buy his book and save money (whilst he rakes it in). If people really want good cheap meal ideas youd be better scouring the internet, there are some great ideas for free on there, and take a look on MN for good meal ideas, much better than lining a rich mans pocket.