Bad marketing, I guess. In a country where more than 40% pay no federal income taxes at all (or are net takers) and another 15% pay something under 10%, the idea that tax liabilities can be reduced for the bottom half of our population is just plain mathematically impossible. You can't cut the taxes of people who already don't pay taxes.
This point of political marketing, more than any other, has the potential to destroy the United States. The tax burden will continue to increase while continuing to get more and more progressive, eventually cutting off at the knees the very people who create the prosperity that everyone else enjoys.
There are certainly more loopholes than there should be that mostly benefit the rich (a tax loophole can only benefit someone who pays taxes...), but overall, the federal income tax is already far too progressive to be sustainable. Well that is the 2+2=3 math I've harped on before. And I don't know enough about your politics to know if you fall into that category, but virtually everyone wants lower taxes and lower government spending...just not lower spending on me. And that's a contradiction that is hurting us badly right now. A true [fiscal] conservative is someone who really wants smaller government, and that, first and foremost, means scaling back social security and medicare and other social programs.