Actually, the embedded taxes are about 30% by some calculations. It certainly isn't that in all instances. Just the average. It means something costing $100 would now cost $76.92 give or take a little bit, after payroll taxes, corporate taxes, etc. are removed. $76.92 taxed at 23% is now the reduced cost plus $17.69 in tax. The new cost is $94.61. The proposal reduces that taxes for most people. Since the rich only end up paying 12% to 15%, they end up paying more rather than less. It also gets revenue from earnings of illegal activities like the drug trade and payroll under the table. It taxes most legal earners less, but is revenue neutral because of the other taxes it collects that go uncollected.
Consider removing the built in taxes of food and other necessities, then have no tax on them. Wouldn't you like to see such essentials cost less? Only pay taxes on nonessentials?