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Isn't it brilliant when rich people avoid their taxes? "Hahahaha, up yours public services!", says The Sun 
Because no one's going to cheer when Rupert Murdoch and his pals pay less than their fair share, you take a much-loved public figure, and frame his tax avoidance as cocking a snook at the Establishment.
Not paying taxes is cast as funny and edgy, a clever move that others should emulate. The reality, of course, is that it robs @TheSun's own readers of good health, education and social security. They bank on few people making the connection.
