When I hear "hard-working families ...", it comes across to me as just another snipe at the poor.
Because of all the other rhetoric that accompanies it each time, it is clearly meant to be interpreted as meaning "all those of you who aren't benefit scroungers".
But where does that leave the working poor, those who work a full week, many doing several small jobs and very unsociable hours to try to make ends meet, but who still don't scrape together enough to get by without a few pounds of benefit to top it up? To me, it comes across as a big insult to a lot of people.