What makes very rich white men like Bill O'Reilly and Glenn Beck "non-elite"?

I often hear them attacking the "liberal elite", which is a good thing as far as I am concerned, but what about the conservative elite? What makes multi-millionaires O'Reilly and Beck not elite or non-elitist? I find myself often agreeing with what they say, but the way they frame discussions as if they are not part of the elite I find to be disingenuous.