They hit more than 2 demographics. They are brilliantly calculated to hit the people with similar incomes who can look at it and feel smug because they've made better choices/manage better etc than those featured. They can read it and say, "Well, you don't need that gym membership/you shouldn't drive a Mini Countryman/you should have stopped at 2 children/why are you spending £300 a month on going to weddings, and so on'.
This also works for people earning a bit more or less than the featured people. It's an ingenious strategy to get just about everyone frothing.
This is all spot on. Unfortunately, as always, this very thread is going to froth on command.
It's like those old Samantha Brick articles. THEIR WHOLE REASON FOR BEING IS TO WIND PEOPLE UP! Don't rise to it people!