Although I don't get it, I'm thinking the Jones reference is to Jim Jones, and the vat is to his Kool-Aid. Otherwise, my feelings -- which are admittedly fragile -- have been hurt, but not in any way that I could explain.
Unrelated to anything: I thought his piece a few years ago on the relationship between Allen Iverson and Larry Brown was remarkable. He made an already-tiresome subject fresh by looking at it from an entirely new perspective (through their relationships with their mothers). Just amazing.