Considering how well it's working, describing it as "lame" seems more like wish fulfillment than accurate analysis.
It works because even if it was taken out of context and he was referring to bridges and roads, it reflects his thinking.
The disdain he has for the builders of businesses was demonstrated by his sneering mockery of such people's claim that their success is based on their talent and willingness to work hard.
Obama like most of hardcore supporters don't believe that the successful among us are truly responsible for their success. Other people, they believe, have had significant responsibility for that success, and only luck or malfeasance have separated the successful from those who are talented and willing to work hard, but who are not successful.
This has to be the way of the world or how else can increasing confiscation of the rewards of their success be justified?
People understand that Obama, regardless of what he claims for political reasons, is not a big proponent of capitalism, and the only good businessperson is one who agrees with him that they need to give more of their rewards to the government so it can redistribute them to the honest, talented, hardworking folks who just can't catch a break, and are not willing to bend the rules...and, of course, who will vote for him.
It's quite telling that as much as Obama like to tell us that Warren Buffet agrees that the rich need to pay more taxes, Buffet didn't take it upon himself to do so, and George Soros, instead of giving his millions directly to the working class uses them to advance a political agenda that is as much based on the holding of power as any the big bad Koch Brothers could conceive.
It's working because it encapsulates the Obama ideology in a simple phrase of his own: "You didn't build that!" and encapsulates an ideological rejoinder, that resonates with people.