“The media” isn’t trying to “sell” Biden’s tax plan. Some guy on the internet is saying via meme that if you have popcorn ceilings, you don’t have to worry about your taxes going up under Biden. Biden has famously pledged that he will not increase taxes on people making less than $400,000/year, so the implication is that people with popcorn ceilings make less than $400,000/year.