I suspect the attitude is actually: "Better them than me."
That guy in the image looks like someone who lost at rock/paper/scissors and now has to take out the trash. Putting "CUP OF CHEER" right next to such an image says "F___ Y__, management of Sun Times" more and louder than anything else I have read about this topic. Given that the paper seems to be in dire straits right now such an open form of protest is quite courageous and does IMHO not at all say "Better them than me.". Just look at how many web pages and forums discuss this title page.
Trying to be the best of whatever I am, even if what I am is no good.