The Jamie Oliver row

This may sound well off-topic, but bear with me.
I used to like Jamie Oliver but I grew weary of him.  Not his fault, really.  He's done a good job with his Fifteen Foundation, and with his campaign to improve school food, and lots of people like his cooking and buy his books.  I tend to go off people when they sign an advertising contract, but that's just me.  However, he has waded into a controversy he should have stayed well clear of.
If you don't know what I'm talking about you should read this Telegraph article first.  Those of you who are unemployed will note the old cliche about television sets.  If you are on benefits YOU SHOULD NOT HAVE A TV SET.  Never mind that you bought it when you were working.  Never mind that it was given to you.  Give it away.  You're living on hand-outs, you don't deserve it.
He's promoting a TV show on "money-saving meals".  (Ironically, you won't be able to see it if you've got rid of your TV!)  He "urged families to go to their local market rather than supermarket".  (What do you mean, you don't have a local market?)  The Child Poverty Action Group is allowed to make a measured but very sensible response.  Not all the 234 comments are quite so sensible.
Then read this response in the Guardian.  This angry piece by Alex Andreou attracted nearly 10 times as many comments, and I'm not surprised.  It's a very articulate rant, and I agree with him.  Another response, which I also agree with, comes from Joanna Blythman in the Telegraph again.  She focusses on the food question, and she makes the point that, "It may indeed be possible to live on £10 of food a week, but in an affluent Western economy, why should anyone have to?"
Just in case he hadn't got enough publicity, Oliver gave an interview to Good Housekeeping magazine in which he opines that migrants are needed to staff all the restaurants because they are tougher than young British workers, who can't do the long hours.  The Independent headlines this view as "Young Brits are lazy", while the Express, of course, loves it.
It's all part of the pattern; the picture is painted of feckless, idle people.  There's a row, but no one's mind is changed.  And TV companies and wealthy celebrities feed off other people's misery.