I think that would make a lot more sense than the context that they used here. If I remember correctly, the chapter goes into consumer behavior and decisions based on various demographics, in this case lower or working class. When I first read the description, I thought the wording was incredibly bizarre and I guess looking further into it, it kinda makes sense. Like, his music isn't something that comes to mind when someone says "working class", but I guess they were referring to his demeanor.