Heh. I'm pretty sure it was actually very calculated."The People's Club" to quote David Moyes' famous phrase that they still use.
I always thought that was misconceived. It seemed to be saying that Everton would always be Aldi to Liverpool's Waitrose.
Had he said that Everton were more popular in Liverpool or anything along those lines, it would have been open season for the media to try to disprove him (not that it would have been too difficult tbh). Whereas by offering a meaningless platitude or phrase like that it pleased the bitters no end.
It's exactly what they like. Ambiguous yet tries to convey the impression that Everton fans are better than Liverpool fans, just like their 'We go the game' stickers they love so much.
As I often point out to them, were they more successful then most of them wouldn't be able to sport those stickers cos they wouldn't be able to buy half season tickets or match tickets whenever they wanted.