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The late Doug Finley, who was Stephen Harper’s backroom general, was asked shortly before his death in May 2013 how best to sabotage Justin Trudeau, who had recently been elected Liberal leader.

Having helped torpedo the ambitions of three of Trudeau’s predecessors, Finley had some form when it came to attack ads. He harrumphed in typical Finley fashion and proposed the campaign should focus on the Liberal leader’s wealth and lack of first-hand experience of the lives of the people he was championing. The suggested pay-off line: “He’s not like you.”

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Four years, and one election defeat later, the Conservatives have finally taken him up on the idea.

Not only is the Prime Minister’s “family fortune” the focus of opposition attacks over the government’s proposed tax reforms, but the finance minister’s wealth is also being contrasted with the struggles faced by mom-and-pop business-owners and farmers, who fear they will be side-swiped by the proposed changes to private corporations.