'The masses' refers to the lower classes (look at any dictionary and how the word has historically been used - 'opiate of the masses', 'the unwashed masses'). It would not typically be correct to say that a Googler is part of the lower classer. 'The masses' is definitely not the same as 'everyone'.

In your negative case you're using modifier words to change the meaning of "masses". Besides, why be part of the PC police??

Another way of putting it: words have connotations as well as meanings.

People do sometimes seem to forget this! - so it's good to have a reminder.

Well put

Saying unwashed before most words standing in for people would likely not be a nice thing to say. So of course unwashed masses isn’t a good phrase. Nor is “unwashed people”