I thought it was just the back of the jersey with the number 7 on it? In any case the butt of the 'joke' was clearly Richie. In the clowns one, the jersey had been fully photoshopped into a clowns shirt with the title 'Send in the Clowns'. The butt of the 'joke' being the jersey.
Something similar would be one of our rags running a cover with the ABs mid haka, wild animated faces in full expression and us putting some, I don't know, face makeup or some other thing on the players and running a headline that called it a Haha instead of a haka etc. I know that's stupid but that's the difference. Again, both are shit.
Anyway, people will probably see it differently. That's cool. Just my 2c.
EDIT: I just checked and the silver fern is visible on the Richie one. It doesn't change my point but.